Malibu Introduces: Malibu Sundae and Malibu Swirl Dessert-Flavored AdditionsMay 19, 2013 By: Nightclub & Bar
Malibu announces the launch of two indulgent dessert-flavored additions to the Malibu family marking the brand’s debut into the confectionary spirits segment. Malibu Sundae combines the brand’s signature coconut taste with the tempting flavor of chocolate ice cream while Malibu Swirl pairs the flavor of coconut with the delightful taste of strawberries and cream.
The indulgent dessert flavors of our past have quickly become favorites of adult consumers, 21 and older, which has resulted in the explosive growth of the confectionary spirits segment - +58% in the past two years. The May in-market arrival of Malibu Sundae and Malibu Swirl addresses the increasing demand for these nostalgic flavors.
“We are excited to be entering the growing confectionary segment,” said Lisa McCann, Brand Director for Malibu. Pernod Ricard USA, “It is where we expect to see significant growth going forward. Malibu Sundae and Malibu Swirl are set to capitalize on this growth and deliver two entirely new ways to experience the brand.”
Malibu is supporting the launch of Malibu Sundae and Malibu Swirl with an aggressive digital and social media marketing plan as well as retail activation aimed at generating interest and trial among socially active consumers looking to enhance their experiences. A summer visual campaign will feature indulgent dessert-themed drink ideas.
Malibu Sundae, and Malibu Swirl, 21% ABV will be available in 1L, 750ml, and 50ml sizes and will retail for a suggested price of $14.99/750ml.