MALIBU ADDS PIÑA COLADA RTDs TO SUMMER LINE-UP
Piña Colada RTDs will provide UK consumers with their second favourite out-of-home cocktail in a handy on-the-go format3
The sun’s out and already consumers are eager for the new flavour in Malibu’s read-to-drink (RTD) summer line-up, Piña Colada. Available across the convenience and wholesale channel now, it is the must-stock item for the brand’s target audience of 18-24-year-olds to enjoy throughout summer social occasions.
James Middleton, Channel Director for Impulse at Pernod Ricard UK, comments: “The Piña Colada is Malibu’s signature cocktail and we’re delighted to be introducing an on-the-go format that will allow us to tap into home cocktail occasions; as well as expanding into alfresco moments, making it this season’s must-stock for driving summer sales.”
RTDs are growing +7.8% year-on-year in value within the impulse channel and recent research reveals UK consumers are claiming Piña Colada as their second favourite cocktail, making it the perfect time to be introducing a RTD of this kind.”
Piña Colada RTDs are available now and will join the much-loved Cola and Pineapple RTD cans, replacing Strawberry Kiwi, with an RRP of £1.80. Proximity advertising, a social media campaign and influencer activity will support the launch.
 Nielsen Premix, Total Impulse, Period Ending WE 24.03.18
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