Malibu Sunshine to rise in spring

Pernod Ricard has announced the launch of Malibu Sunshine, a citrus edition of the rum and coconut liqueur.

The lemon and lime variant is a permanent addition to the Malibu line and will be released in the US during May, ahead of a roll-out to Europe and Asia in time for the summer. 

In the US it will be available in 1.75L, 1L, 75cl and 5cl sizes and will carry a suggested retail price of $12.99 per 75cl.

Lisa McCann, brand director of Malibu, Pernod Ricard USA, said: “Citrus is the most requested summertime flavour with the lemon-lime combination topping the charts.

“Malibu Sunshine, with its vivid, eye-catching package design and bright sunshine coloured blend of coconut and lemon-lime flavours is simply sunshine in a bottle.

“It is a natural compliment to summer cocktails, mixing perfectly with summer fruit juices and lemon-lime sodas to enhance the summer state of mind.”

Pernod Ricard USA is supporting the launch of Malibu Sunshine with “aggressive” digital and social media marketing.

Along with a new Sunshine tab on the Malibu Facebook page, there will be a Malibu Sun Lens app, which “adds a unique Sunshine filter to any photo”.

The brand is also collaborating with photographer and filmmaker Cass Bird to create the Malibu Sun Project, an interactive film that tells the story of “the sunniest summer”.

In the on-trade Pernod Ricard USA are attempting to encourage consumers to trial the product through a range of POS.  

The suggested serve is Malibu Sunshine Soda, which sees one part Malibu Sunshine to two parts lemon soda served over ice in a tall glass and garnished with lime.