ALLIED WELCOMES MALIBU

Published: 23 July, 2008

Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has bought Malibu from Diageo. The acquisition was finalised last week. With annual sales in excess of 220,000 cases, Malibu - in tandem with Tia Maria - gives ADUK a 17% share of the on- and off-trade speciality spirits market. The on-trade sector accounts for 60% of all Malibu UK sales. Malibu is also a major brand in the take-home market, where the 70cl bottle alone has 94% distribution. ADUK says that AC Nielsen data for December showed the brand to be growing MAT volumes by 6.5% in the off-trade, with volume and value shares in January 2002 standing at 11.2% and 11.8% respectively. Chris Heath, ADUK's managing director, said: Volume and value share figures of 12.9% and 11.9% respectively for the period to November/December show Malibu to be the fourth biggest category brand in the on-trade channel, where it enjoys 86% distribution. Malibu is a big prize for the UK business, which - along with Tia Maria - gives us significant weight in the liqueurs/speciality market,' Heath added.

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