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Malibu launches pre-mixed serve range

Published:  19 July, 2011

Pernod Ricard owned rum brand Malibu, is launching a range of new pre-mixed serves to the off-trade.

The cocktail combinations in pouches are designed for sharing, while the smaller 250ml can format contains Malibu blended with popular mixers to encourage trial.

Its one litre lightweight pouches are available in: Island Punch Cocktail and Caribbean Cosmo Cocktail at 12.5% ABV (rrp £12.99) and includes an in-built tap and carry-handle for convenience.

The aim is to make it an exciting proposition for retailers looking to capitalise on the convenience and sharing opportunity.

Malibu pre-mixed serves can format comes in Malibu & Cola and Malibu & Cranberry flavours (rrp £1.99).

Patrick Venning, head of marketing for Malibu at Pernod Ricard UK, says: "These two new pack innovations from Malibu provide an exciting proposition for consumers looking to try new serve suggestions in a convenient and portable format.

"The pre-mixed serves showcase the versatility of Malibu and the colourful, eye-catching design appeals to our target audience who are style-savvy consumers that enjoy sharing new products with their friends."

The launch of the pouches will be supported with investment in print, online and out-of-home advertising.