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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