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Malibu Intros New Rum-Sparkler Hybrid

January 28, 2014

Pernod Ricard is extending its Malibu rum brand with another product designed for cross-category appeal, Malibu Rum Sparkler. Hitting national distribution now, Malibu Rum Sparkler is a combination of Malibu rum and coconut water which is infused with bubbles and bottled under cork. The new entry comes in coconut and peach flavors, both 11% abv, and is priced at $16.99 a 750-ml.

The move to usher Malibu into the fast-rising bubbly segment follows a host of innovations across the brand in recent years, including higher-proof Malibu Black, low-calorie Malibu Island Spiced, Tequila-spiked Malibu Red and pre-mixed Malibu Cans. Malibu rose 3.5% to 1.9 million cases in the U.S. in 2013, according to Impact Databank.

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