Malibu launches limited edition Summer '12

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Published on Monday, 02 July 2012 08:53

Written by Carol Emmas

Malibu has launched the limited edition Summer ’12 following its first release in 2011, which delivered a significant uplift in sales, according to owner Pernod Ricard.

Continuing to show support for up-and-coming British designers, it has been created in collaboration with illustrator Sophie Harris-Greenslade and features a colourful pattern that reflects the carnival spirit of Malibu’s Caribbean roots.

The limited edition bottle (rrp £14.75) will be available through UK multiple grocers and will be on display at the brand’s Malibutique events in Liverpool (July 5-8) and Birmingham (July 12-15).

Patrick Venning, marketing director at Pernod Ricard UK, said: “Based on the success of last year’s popular summer offering, the limited edition Summer ’12 bottle embodies Malibu’s colourful spirit, and offers a unique proposition for retailers that delivers stand out on shelf and will drive sales during the key summer period. The eye-catching bottle has been designed to appeal to our target audience of 18 to 34-year-old-females and is set to be a vibrant and versatile feature in their social occasions this summer.”