Malibu sees Red

Pernod Ricard is to launch a blend of rum and Tequila under the Malibu brand umbrella next year.

The company hopes the move will pioneer a new category within the spirits market and capitalise on the growing trend of blending flavours.

According to Ian Crystal, product development and marketing director at Pernod Ricard, the company is aiming to extend the appeal of Malibu’s coconut-flavoured rum beyond the summer season. The brand currently sees sales of three million cases per year.

The company intends to distribute the drink – called Malibu Red – to nightclubs, bars and independent retailers, and plans to market the product through social media and video sharing sites, as well as more traditional print and broadcast media campaigns.

It is expected Malibu Red will be priced slightly higher than the regular Malibu product.

The French-based company, the second-biggest drinks company in the world, intends to ship Malibu Red around the world in February and have the product available on shelves around the globe by March.

In the latest of a string of celebrity drinks endorsements, Malibu Red was co-created by R&B singer Ne-Yo, a partnership Pernod said will help drive interest in the brand.

The Malibu range currently consists of banana, passion fruit, mango and ananas-flavoured products alongside its original Coconut flagship drink.

For more on developing trends in the white spirits market, see the November edition of the drinks business.