Malibu is launching a new Strawberry bottling as well as a Malibu Strawberry Daiquiri ready-to-drink (RTD) can. Strawberry is currently the no.1 cocktail flavour preference in the UK On-Trade.
Made with white rum and bursting with strawberry flavour, the new Malibu Strawberry offers a taste of summer at any time of year and is a sweet switch from the brand’s signature coconut taste. It can be enjoyed with lemonade and ice garnished with juicy slices of strawberries or in a Strawberry Daiquiri with lime juice, a splash of sugar syrup, and a few smashed strawberries.
The brand has also launched a new addition to its RTD cocktail range. Malibu Strawberry Daiquiri sees white rum mixed with strawberry and lime and offers an on-the-go serve perfect for at-home cocktails or to enjoy outdoors at festivals, picnics with friends and trips to the beach. The Strawberry Daiquiri joins the brand’s wider RTD range which is growing at +16.7%, more than double the pre-mix can category at +6.8%.
“Flavours have helped us recruit new shoppers into the brand as consumers continue to experiment with new flavour profiles,” commented Liam Murphy, Brand Director at Pernod Ricard UK. “Strawberry spirit variants over-index with young adult shoppers and remains in high demand in the On-Trade, and the launch of Malibu Strawberry will allow us to continue the flavour momentum. It’s the ultimate summer sipper – fruity, fun, and perfect for sharing with friends for that good-vibes-only feeling all year round. We’re so excited to add this sweet and refreshing flavour innovation to our existing range.”
Bottled at 21% ABV, Malibu Strawberry is priced at £17.19 and is available now from ASDA and Morrisons, and can be found in On-Trade wholesalers including Matthew Clark. Malibu Strawberry Daiquiri RTD (5% ABV) is available for £2.40 per can, and is available now from Tesco and Sainsbury’s. Throughout May it will also be rolling into Morrisons, ASDA and Waitrose.
For more information, head over to the brand’s official website.
Earlier this year, Malibu launched a peach rum.
