Malibu is doubling down on the fast-growing ready-to-drink (RTD) category with the launch of Malibu Punch, a new range of 10 per cent ABV canned cocktails designed for a new generation of adult consumers. Available in Watermelon Punch, Peach Tea Punch and Piña Colada Punch, the range combines punchy fruit flavours with the signature Caribbean spirit of Malibu in a convenient 237ml can format, at an RRP of £3.50 across grocery, convenience and wholesale.
Created for higher-energy social occasions, from pre-drinks and house parties to festivals and spontaneous get-togethers, Malibu Punch expands the brand's RTD portfolio. The launch forms part of the broader ambition of Malibu to accelerate growth within the evolving RTD category and strengthen relevance with younger adult consumers.
UK RTDs grew 28 per cent in value year-on-year and higher-ABV SKUs are driving this acceleration, reflecting increasing consumer demand for convenient, flavour-forward serves suited to a broader range of social occasions. Malibu already holds a leading position in the UK RTD market, with two products among the country's top 20 RTD cans and Malibu Piña Colada ranking among the UK's largest cocktail RTDs by value.
Watermelon Punch delivers a refreshing, sparkling blend of juicy watermelon flavour balanced with vibrant citrus notes of lemon and lime. Peach Tea Punch combines juicy peach flavours with subtle notes of delicate black tea for a refreshingly crisp finish, while Piña Colada Punch brings together smooth creamy coconut and juicy caramelised pineapple flavours emphasising Malibu’s flavour profile.
To celebrate the launch and establish it as the ultimate party starter, Malibu is turning up the fun with its biggest “party-crashing” stunt yet. This autumn, lucky consumers will have the chance to have their parties gate-crashed by Malibu and influencer-duo Georgia Wood and Maddie Grace Jepson. Expect a punchy Malibu van with can drops, exclusive merchandise and music to get the party started.
“Malibu is already a ready-to-drink super brand in the UK having helped to establish the category more than a decade ago," said Liam Murphy, Marketing Director, Pernod Ricard UK Ricard. "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. 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.”
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.
Malibu Punch will be available across convenience and wholesale channels now, with an RRP of £3.50 per 237ml can.