Malibu Melon Margarita to make US splash

Pernod Ricard USA will launch Malibu Melon Margarita in May, an addition to its off-trade-focused Malibu Cocktails pre-mixed range.

The 15% abv variant, which comes in a 1.75 litre pouch, has been released in time for the summer and will retail for $19.99.

The Malibu Cocktails line first launched in 2010 and comprises Tropical Sea Breeze, Rum Punch, Caribbean Cosmo and Tropical Mojito.

Lisa McCann, brand director of Malibu at Pernod Ricard USA, said: “The margarita is the number one selling cocktail in the US and Malibu Cocktails are the number one growth driver in the 1.75L pre-mixed cocktails category.

“Malibu Melon Margarita is the perfect addition to the family as we head into the warm summer months when margarita and pre-mixed cocktail consumption hit their peak."

The launch will be supported by POS that includes 'display racks', 'cooler pusher trays', 'window clings', 'case cards' and 'shelf talkers'.

McCann added: “Malibu Melon Margarita provides retailers with a great opportunity to increase store traffic with their customers who enjoy fun new experiences and great tasting new products. 

"And, our innovative and portable 1.75L pouch is ideal for outdoor get-togethers (beach, pool, BBQ, picnic) as well as at-home gatherings.”

Malibu claims to sell 3.7 million nine-litre cases a year and operates in 150 countries.