Malibu hopeful for British summer

28 August, 2008

Malibu has put its faith in the British summer this year and is ploughing 250,000 into a promotion offering consumers a free pair of flip -flops with each bottle.

Brand owner Pernod Ricard UK said the promotion, which is running in supermarkets, specialist off-licences, convenience stores and cash and carries, has already "surpassed sales expectations". The branded boxes, which

contain a recipe for Malibu and cranberry, are to stay on shelves until September.

The promotion is part of 14 million investment in the brand over the next two years, including a 1.2 million TV ad campaign which ran earlier this summer, experiential marketing and sampling.

Customer development director Dan Reuby said: "Our off-trade promotional flip -flop packs have been extremely well received by the trade and have been selling particularly well during the recent hot weather spells. They have excellent in-store standout and are a fantastic summer offer."




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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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