Coconut rum brand Malibu is adding a new £2.19 price-marked variant to its Pineapple ready-to-drink (RTD) format amidst the rapid growth of the pre-mix can category (+22% in convenience).
Launching exclusively in the convenience channel, the sparkling mixed drink is made with white rum, coconut and pineapple flavours, and offers consumers a convenient on-the-go solution.
Pineapple is the 4th most popular flavour in cocktails and is growing YOY, with 30% of consumers choosing pineapple-flavoured drinks when out in the on-trade. In the convenience channel, Malibu Pineapple is the fastest-growing spirit mixer can, growing at 120% vs. the pre-mixed drink category at 7.6%. The brand stated that the launch of the price-mark-pack (PMP) proposition offers shoppers better value for money, as well as adding value to convenience retailers.
Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, commented: “The cocktail trend continues and the popularity of RTDs has accelerated as consumers seek out convenient formats. Our new Malibu Pineapple PMP pre-mix can will drive presence in impulse, ensuring further visibility in the ‘grab and go’ moment. Two-thirds of independent retailers are already stocking PMPs as it gives consumers confidence they are being offered good value, and with Malibu seeing 11.1% value growth, we’re confident that our new PMP will accelerate that even further.”
Malibu Pineapple PMP RTD (5% ABV) is available in 12 x 250ml cases at an RRP of £2.19 per can, and throughout February will be rolling into national wholesalers including Dhamecha, HT Drinks, Imperial and Parfetts.
