Malibu launches Passion Fruit flavour and Piña Colada can
Malibu is adding a Passion Fruit flavour to its 70cl bottle range, tapping into the popularity of Porn Star Martinis, of which passion fruit is a key element.
Brand owner Pernod Ricard UK is also launching a pre-mix canned Piña Colada cocktail.
Malibu Passion Fruit, which has no coconut in it, is replacing Pineapple as the brand’s summer seasonal flavour and is being listed by Tesco and Asda.
Chris Shead, channel director for grocery at Pernod Ricard UK, said: “The launch of Malibu Passion Fruit is a game changer for cocktails at home, as it will not only simplify the process of making the Porn Star Martini, but will open up the brand to those who have previously shied away from its coconut flavour.”
The Piña Colada pre-mix replaces Strawberry Kiwi in the Malibu ready-to-drink range and will be listed by Tesco ahead of a wider rollout.
Both products will be backed by advertising near outlets and social media.