Speaking at the Pernod Ricard 2015-2016 half-year financial results press conference in London, Ricard said: “Kahlúa is down 5%. It’s fair to say from a prioritisation and resources point of view it is not a brand behind which we are investing most... it happens."

In the last ten years the coffee liqueur brand has shed almost a third of its volumes and in H1 of 2015/2016 it dropped 5% in volume and value against the same period last year. It now stands at about 1.5m 9-litre cases.

Malibu, another liqueur counted among Pernod Ricard’s Top 14 brands, also did not grow globally during the period but Ricard said the US and UK are areas where the brand is performing well.

Ricard said: “You have shipments and you have underlying trends. In the US market Malibu is performing pretty well. The latest Nielsen Panels say it’s up 3% in value growth in the US – which for a brand the size of Malibu is a strong performance - and is outperforming its category.”

Denis O'Flynn, CEO of Pernod Ricard UK, added: “Malibu growing at 5% in the on and off-trade and is now at 400,000 cases [in the UK]. The RTD as a mechanic has worked very well. We’ll be launching a few more flavours - Kiwi and Strawberry is that latest one – and Malibu pineapple is coming in for National Piña Colada Day on July 10. In the context of the UK it’s one our key drivers of growth.”