Malibu(R) Launches New Tropical Banana Flavor - Brand Extension Celebrates Caribbean Origins and Vibrant Attributes -

- Second in Series of Strategic Changes and Innovations for 2007 -



    WHITE PLAINS, N.Y., March 15 /PRNewswire/ -- Malibu, the number one
 selling Caribbean Rum with natural Coconut Flavor in the world, today
 announced the launch of Malibu Tropical Banana in the United States and
 Canada. This announcement represents the second in a series of strategic
 changes and innovations for the brand in 2007, following the January new
 packaging unveiling for the entire portfolio.
     Malibu Tropical Banana becomes the latest flavor in the Malibu range to
 join Malibu Original Coconut since 1980, including: Malibu Passion Fruit
 (2005), Malibu Mango (2004), Malibu Pineapple (2004).
     "Malibu Tropical Banana celebrates the brand's Caribbean and vibrant
 attributes," said Cyril Claquin, Senior Vice President, Global Marketing &
 Sales, Malibu-Kahlua International. "Additionally, research shows that the
 demand for banana-flavored food and beverages is on the rise, and fresh
 bananas continue to be the number one fresh fruit consumed in the country."
 (1)
     Malibu Tropical Banana enjoyed outstanding results when tested with
 both consumers and bartenders, who liked its strong Caribbean link and
 flavor differentiation, as well as its uniqueness. A range of exciting
 Caribbean- inspired cocktails have been developed by bartenders using
 Malibu Tropical Banana, including: Malibu Tropical Sunrise, Malibu Green
 Monkey and Malibu Slippery Banana.
     Jeff Agdern, Marketing Vice President for Malibu at Pernod Ricard USA,
 said the Spring 2007 U.S. launch will be supported with an unprecedented,
 multi-million dollar marketing campaign. "We previewed Malibu Tropical
 Banana at the Nightclub and Bar show in Las Vegas last week, and we are
 very excited about the positive reaction from bartenders and club owners,"
 Agdern said. A targeted Tropical Banana advertising campaign will be
 featured nationally in television, print, and radio, and a wide range of
 consumer promotions and samplings are planned throughout the summer season,
 Agdern said.
     Claquin concluded, "We are thrilled to introduce Malibu Tropical Banana
 to the brand portfolio. We have built upon the distinctiveness and equity
 of the Malibu range to deliver a quality tropical banana taste for
 consumers. Additionally, Malibu Tropical Banana will benefit from our
 recent new packaging which features a brighter, whiter, more premium bottle
 across the line, which differentiates each flavor via color bands on the
 bottle neck, making it easy for bartenders to identify in a hectic bar
 environment."
     Malibu Tropical Banana will be available at retail in May.
 
      (1) Sources: AC Nielsen, Total US Food & Drug Mass Merchandisers-
          Excluding Wal-Mart, 2006;
          USDA Fruit & Tree Nuts Yearbooks Summary, 2005
 
     About Malibu-Kahlua International
     Malibu-Kahlua International is a brand-ownership company, operating as
 a subsidiary within Pernod Ricard, S.A. Malibu-Kahlua International is the
 flagship unit for Pernod Ricard's global liqueur business, which currently
 stands at number two in the liqueur category. Malibu-Kahlua International
 operates and markets Malibu flavored rums, Kahlua coffee liqueur and Tia
 Maria coffee liqueur.
     About Pernod Ricard USA
     Pernod Ricard USA, based in Purchase, N.Y., is a leading producer,
 importer and marketer of prized spirits and wine brands in the United
 States and is one of the fastest growing subsidiaries of the world's # 2
 spirits company and #3 wine company, Paris, France-based Pernod Ricard,
 S.A. The completion of Pernod Ricard's acquisition of Allied Domecq in 2005
 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market,
 doubling the company's sales value and market share. The company is now the
 third largest in the U.S. spirits industry by sales value and the fourth
 largest by sales volume in the U.S.
     Pernod Ricard USA's leading brands include Kahlua(R) Liqueur, Chivas
 Regal(R) Scotch Whisky, Seagram's Extra Dry Gin(R), Malibu(R) flavored Rum,
 Stolichnaya(R) Vodkas, Jameson(R) Irish Whiskey, The Glenlivet(R) Single
 Malt Scotch Whisky, Wild Turkey(R) Bourbon, Beefeater(R) Gin, Hiram
 Walker(TM) Liqueurs and Martell(TM) Cognac, as well as Jacob's Creek(R) and
 Brancott Estate(R) wines, Perrier Jouet(R)Champagne, Mumm(R) Champagne and
 Mumm Napa(TM) wines, and Pernod(R) and Ricard(R) Liquors.
                  Please enjoy your Malibu moment responsibly.
 
 

SOURCE Pernod Ricard

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