|Pernod Ricard launches Malibu Red|
|Written by Carol Emmas|
|Wednesday, 05 September 2012 09:23|
Pernod Ricard has introduced Malibu Red to the UK market ahead of the run-up to the festive season.
A fusion of Caribbean Malibu rum and Mexican Olmeca Tequila, the aim is to allow retailers to tap into the growing appeal of mixable specialty spirits suited to higher-tempo social occasions, and offers consumers and bartenders a new way to experience the brand.
Developed by sensory experts and bartenders, the spirit is designed to combine the "characteristically" light, refreshing and smooth coconut taste of Malibu with the rich, fiery flavours of premium tequila.
The launch is being spearheaded by R&B singer-songwriter, producer, dancer and newly appointed Malibu Red creative director Ne-Yo, who will play a key role in its marketing campaign through the release of exclusive downloadable track, Burning Up, and will appear on the brand's UK advertising.
The campaign includes new advertising, featuring the tagline Taste the Smooth Feel the Fire, in consumer lifestyle publications, on retailer websites and on the brand's Facebook page.
On-trade support includes POS kits containing bar runners, glassware, table talkers and ice buckets. The off-trade launch will be supported with shelf barkers and recipe neck collars.
Patrick Venning, marketing director at Pernod Ricard UK, said: "Malibu Red brings something totally new and unique to the mixable spirits category. With sociable occasions in growth among Malibu's target audience of 18-34 year olds, this group will enjoy the unique taste of Malibu Red as a long mixable drink when enjoying great nights out and catching up with friends. The association with Ne-Yo is sure to bring this exciting innovation alive for our consumers."
Malibu Red is available to both the on and off-trade, with an rrp of £16.99.