Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has announced the UK launch of new Malibu Mango and Malibu Pineapple.

Available from March 2005, the UK launch of Malibu Mango and Malibu Pineapple exploits the current consumer trends of flavoured spirit offerings. It also focuses on the spring and summer period when 40%^*1 of Malibu sales occur, and when demand for light easy drinking refreshment is at its peak. 

Packaged in striking and colourful 70cl bottles bearing the familiar Malibu livery, the UK introduction follows a period of outstanding successes in the US where Malibu Mango and Malibu Pineapple were launched 12 months ago.  During this period, the two new flavours have contributed over 10% of the brand total volume in its biggest market, the USA ^*1.  In the UK, Malibu continues to out-perform the liqueur (excluding cream) category with year on year volume growth of +22%^*2 in the multiple grocery sector and +5.2%^*3 across the UK on trade.  

In order to support trade distribution and maximise the sales opportunity over the summer, ADUK are investing a massive £2m behind an extensive trade and consumer-marketing programme.  At the forefront of its consumer plans lies nationwide TV and cinema advertising.  Malibu will be using a new execution from its highly successful  ‘Seriously Easy Going’ campaign.  Created to directly support the new flavours launch the campaign will run throughout June and July and will be seen by 80% of 18-24 year olds at least 5 times. 

This will be supported by a nationwide on trade sampling programme in multiple pub outlets, promoting the exotic and refreshing mix that is Malibu Mango and Malibu Pineapple, which is best served with lemonade and ice’.  Outlet visibility will be maximised via channel wide POS kits.

Presence and sampling will also play a critical role in the important off trade, where over 100,000 bottles of Malibu will carry a complimentary Malibu Mango miniature from March.  Impactful in-store displays and gondola ends will continue the campaign to drive awareness and repeat purchase throughout June and July.

“These are very exciting additions to the Malibu brand” says Christophe Prat, Senior Brand Manager at ADUK.  “Malibu Mango and Malibu Pineapple not only serve to reinforce Malibu’s position as a versatile and mixable spirit but they will also, according to pre-launch research, play an important role in recruiting new consumers to the brand and extending the Malibu drinking occasion.  Of those who tasted the new flavours, 75%^*4 of non-Malibu drinkers said that they would buy them, and 50%*⁵ of existing drinkers said that they would definitely try the new flavours. This provides retailers and licensees with an exciting incremental premium spirit sales opportunity”, he continues.

“With sales volumes up +60% since we acquired the brand three years ago, Malibu has become one of the fastest growing brands in the UK market,” continues Prat.  “What better back drop could there be to introduce these new members of the ‘easy going’ Malibu family?” he concludes.

Malibu Mango and Malibu Pineapple are 21% ABV and are sold in 70cl bottles. 

Available from March 2005 in both the on and off premise they have an RRP of £11.29.

~Ends~

Notes:

^1* Source: Allied Domecq internal data

^2*  Source: AC Nielsen Total Off Trade & GBMG (Scantrack) Audit Oct 04

^3*  Source: Source: AC Nielsen Total On Trade November 2004

^4* Source - Ipsos Vantis Product Test November 2003

5* Source – Ipsos Vantis Product Test November 2003

MALIBU is a registered trademark of Allied Domecq Spirits USA Inc.

For further information, please contact:

Mark Hunt

Jefferson Hunt Communication Consultants

Tel: 01453 811960/ 07768 145583

Email: mark@jeffersonhunt.co.uk