Malibu's all-year appeal
Laid-back Caribbean coconut rum Malibu is refusing to take it easy this winter, with a raft of on-trade initiatives designed to show the spirit as a drink for all seasons.
To target Malibu's core 22 to 25-year-old female market, the brand has joined forces with pop star and presenter Alesha Dixon.
The singer will host an invite-only girls' night out in November, with places offered as a prize on Malibu's Facebook page.
A new range of simple Malibu-based tipples are also being launched in pubs and bars to drive sales through the winter period.
The four "Winter Serves" recipes aim to demonstrate that Malibu is not just a summer drink. These include the spicy Malibu Ginger Snaps (Malibu, ginger ale and apple juice) and Caribbean Lights (Malibu, triple sec and cranberry juice), which can both be served in pitchers.
Malibu Hot Winter Punch (Malibu, sweet apple juice and cranberry juice) and the Vanilla Icicle (Malibu, vanilla vodka and lemonade) will also be on offer.
"This campaign will reinforce our message that Malibu is instrumental in setting the stage for a fun night out," said Patrick Venning, head of marketing for Malibu at owner Pernod Ricard.
"These refreshing new serves provide a seasonal solution for the growing demand for simple, but delicious, long drinks."
