The new bottle of the coconut flavoured rum is more slender and has higher shoulders, as well as a clear window at the bottom, while the typography has been updated.

The roll-out of the new look bottle will begin with the 1-litre format next month, with the 70cl bottle following in May.

"We are confident that the new look will continue to ensure the brand has maximum stand-out on a busy retail shelf or back-bar. Research has shown that consumers love the updated look and we would encourage our retail partners to stock up in the run up to key spring and summer sales period," said Patrick Venning, marketing director at Pernod Ricard UK.

Malibu will run a promotion across the off-trade when the 70cl packaging is launched in May.