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Malibu
Malibu Caribbean White Rum with Coconut, Allied Domecq Spirits & Wine (UK) Ltd’s (ADUK) fastest growing speciality spirit brand, has taken the number two speciality spirit spot in the UK off trade.
Driven by a strong mix of focused investment, increased in-store presence, new distribution and an increase in ROS in the off-trade Malibu, famous for its association with a seriously easy going approach to life, has continued to significantly out-perform its competitors and the category with an MAT performance in March/April growth of +10% - securing its position in the league table.
“Our heavyweight pre-Christmas advertising campaign, supported by an extensive national sampling campaign clearly reinforced Malibu in the minds of consumers and retailers, putting us in the best possible position to exploit the all-important summer period”, says Jeremy Hill, Senior Brand Manager at ADUK.
Summer is an important period for Malibu and its stockists as it is one of very few spirits brands which see an uplift during this period, and as such Summer accounts for around a third of annual sales of Malibu!!! This established trading platform provides retailers with a high margin sales opportunity when compared with those available from other alcohol beverages such as beer and lager sales, which also typically increase during this time.
“Maximising the mixability of Malibu in new and different ways will further improve Malibu sales and profit continues” Hill.
63% of all Malibu is currently consumed with cola which exacerbates the products sweetness, restricting the occasions when the brand might be consumed. “Evidence generated by a series of taste tests has lead us to believe that by extending the usage base for the brand into juices such as cranberry we can increase purchase frequency and, in turn, retailer profits, not to mention making Malibu® a refreshing choice during those warm summer months!!” Hill concludes.
~Ends~
Notes:
1*. Source: A.C Nielsen Off Trade Audit (Mar/Apr 03)
2. MALIBU is a registered trademark of Allied Domecq Spirits USA
For more information please contact:
Mark Hunt / Bryony Wright
Jefferson Hunt Communications
Knapp House,
Selsley West, Stroud. GL5 5LJ
Tel: 01453 827451/ 0117 909 1834
Mobile: 07768 145583
E-mail: mark@jeffersonhunt.co.uk
© Copyright 2005 Jefferson Hunt Communication Consultants
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