Allied Domecq Spirits & Wine (UK) Ltd (ADUK) welcomes the group's acquisition of Malibu, which was finalised this week.

Commenting on the purchase, Chris Heath ADUK Managing Director said, "Malibu fits naturally into our portfolio of leading spirit brands and will sit comfortably alongside our successful mixable spirit brand Tia Maria and recently launched cream liqueur brand Tia Lusso. With annual sales in excess of 220,000 cases, Malibu gives ADUK (with Tia Maria) a 17% share* of the total (on and off trade) speciality spirits market and significantly boosts our ability to operate in the important on trade sector which accounts for 60% of all Malibu UK sales".

Volume and value share figures of 12.9% and 11.9% respectively for the period to November/ December show Malibu to be the fourth biggest category brand in the on trade channel where it enjoys 86% distribution.

Malibu is also a major brand in the take home market where 70cl alone enjoys 94% distribution. AC Nielsen data for December showed the brand to be growing MAT volumes by +6.5% in the off trade with volume and value shares in January 2002 standing at 11.2% and 11.8% respectively.

"Malibu is a big prize for the UK business which along with Tia Maria gives us significant weight in the liqueurs/ speciality market. We are determined to build on GUDV's work behind Malibu and have committed to continue with the brands marketing investment programme, which includes national TV and cinema advertising during the spring, summer and Christmas periods" concludes Heath.

*AC Nielsen - On Trade Nov2001 and Off Trade Nov/Dec 2001