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Malibu Debuts Low-Calorie Spiced Rum, Revamps Bottle

February 20, 2013

Pernod Ricard USA is targeting female spiced rum drinkers with the launch of what it says is the first low-calorie spiced rum offering. Malibu Island Spiced ($16.99 a 750-ml. bottle) is a blend of Caribbean rum and coconut liqueur with “light spices, smoked vanilla, cinnamon and a touch of natural sweetness with Truvia zero-calorie sweetener.” The 30%-abv offering contains 70 calories a serving, Pernod says.

“Nearly half of spiced rum drinkers are women,” said Malibu brand director Lisa McCann. “But most spiced rum brands’ communication is directed to men. Malibu understands women and is actively talking to this increasingly important segment—66% of Malibu shoppers are women.” The Island Spiced launch is being backed by digital and social media and retail and on-premise activation initiatives. It follows other recent Malibu innovations like rum-Tequila hybrid Malibu Red, which McCann recently told Shanken News Daily has “exceeded all expectations” since launching last March.

In other brand news, Pernod is currently introducing a revamped bottle design for Malibu. The new version is more slender, with higher shoulders, and includes a window around the bottom of the bottle to showcase the clear liquid. Malibu has been a strong performer for Pernod Ricard USA of late, with its net sales up 10% in the six months through December.


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