Malibu is launching Malibu Punch, a new range of 10% ABV canned cocktails designed for a new generation of adult consumers. The range is available in Watermelon Punch, Peach Tea Punch and Piña Colada Punch, combining fruit flavours with the brand's signature Caribbean spirit.
Aimed at social occasions
Created for higher-energy social occasions, from pre-drinks and house parties to festivals and spontaneous get-togethers, Malibu Punch expands the brand's ready-to-drink (RTD) portfolio. The launch is part of Malibu's broader ambition to accelerate growth within the evolving RTD category and strengthen relevance with younger adult consumers.
Brand investment and campaign support
Liam Murphy, marketing director at Pernod Ricard UK, said: "Malibu is already a ready-to-drink super brand in the UK having helped to establish the category more than a decade ago. The onus is on us to innovate and deliver against evolving consumer trends. Malibu Punch is a bold 10% ABV proposition created specifically for pre-drinks, parties and spontaneous get-togethers."
He added: "With three distinctive flavours and significant investment behind the launch, we believe Malibu Punch can recruit a new generation of adult consumers, build on Malibu's distinct credentials and bring further excitement and value to the fast-growing RTD category."
Availability and pricing
Malibu Punch will be supported through the broader "Do Whatever Tastes Good" campaign platform, with activity designed to drive awareness, trial and recruitment among adult consumers. The product is available now, with an RRP of £3.50 per 237ml can.
