Malibu has added a new flavour in its read-to-drink (RTD) summer line-up, Piña Colada. Available across the convenience and wholesale channel now, it targets 18-24-year-olds and summer social occasions.
The RTDs will provide UK consumers with their favourite out-of-home cocktail in a handy on-the-go format.
“The Piña Colada is Malibu’s signature cocktail and we’re delighted to be introducing an on-the-go format that will allow us to tap into home cocktail occasions; as well as expanding into alfresco moments, making it this season’s must-stock for driving summer sales,” said James Middleton, Channel Director for Impulse at Pernod Ricard UK.
“RTDs are growing at 7.8 percent year-on-year in value within the impulse channel and recent research reveals UK consumers are claiming Piña Colada as their second favourite cocktail, making it the perfect time to be introducing a RTD of this kind.”
Piña Colada RTDs are available now and will join the much-loved Cola and Pineapple RTD cans, replacing Strawberry Kiwi, with an RRP of £1.80. Proximity advertising, a social media campaign and influencer activity will support the launch.