Malibu rum is a coconut-flavoured rum made from natural coconut extract. Originally, the product was used simply to make Piña Coladas by bartenders and was produced in Curaçao. The product took off, and the production was moved to Barbados where the rum was made by West Indies Rum Distillery Ltd. and the quality of the product was improved. The brand was sold by Diego to Allied Domecq for $800M in 2002 and later to Pernod Ricard. Malibu has five standard flavours as well as the origianl: mango, passion fruit, pineapple, tropical banana, and island melon.
NEW DESSERT FLAVOURS
MALIBU SUNDAE
It pairs Caribbean rum with the great flavour of chocolate ice cream.
MALIBU SWIRL
It is a blend of Caribbean rum with strawberry and whipped cream flavours.
These new products are availble all over North America and sold in the typical 750ml and 1L sizes.
The sweet, indulgent dessert flavours liquor category is becoming a favourite of young adult consumers, which as resulted in the explosive growth of the ‘confectionary spirit’ segment in the past two years. Many liquor companies, including Malibu, want to make sure they don’t get left behind by all the sweet innovative vodka flavours fighting for space on the shelf.
Cheers!
