The Intoxicologist

Saturday, May 9, 2009

Malibu Embraces the Tropics With New Island Melon Flavor

Latest Flavor Captures the Caribbean Brand's Island Spirit

NEW YORK, May 8 /PRNewswire/ -- Malibu, the number-one selling Caribbean Rum with natural Coconut Flavor in the world, adds a splash of the tropics to the Malibu portfolio with the exciting debut of Malibu Island Melon. Island Melon is the sixth member of the Malibu Rum family, joining the other vibrant tastes -- Malibu Original Coconut (1980), Malibu Mango (2004), Malibu Pineapple (2004), Malibu Passion Fruit (2005), and Malibu Tropical Banana (2007).

"We are thrilled to introduce this great new flavor to the Malibu portfolio. Malibu Island Melon delivers a naturally fresh, ripe Melon taste with a hint of Malibu's trademark creamy coconut flavor, adding an exciting new dimension to the Malibu range," said Craig Johnson, Brand Director for Malibu at Pernod Ricard USA.

The Island Melon flavor received outstanding results when tested with consumers, who not only enjoyed its strong Caribbean link and flavor differentiation, but also its unique taste and mixability. The exciting new flavor is the perfect companion in cocktails, providing consumers with a taste of the tropics anytime. A variety of delicious Caribbean-inspired cocktails have been developed by bartenders using Malibu Island Melon, including: Malibu Melon Tea Twister, Malibu Coco-Melon Colada and Malibu Melon Baller.

The spring 2009 U.S. launch will be supported with an unprecedented multi-million dollar marketing campaign. "Malibu is a top priority within Pernod Ricard USA's premium portfolio, and we strongly believe that the new Island Melon flavor will further fuel the brand's momentum. A targeted Island Melon advertising campaign will be featured nationally in television, print, digital, and OOH, and a wide range of consumer promotions and samplings are planned throughout the summer season. Each element of the Island Melon campaign touches on the fun, unique and energetic spirit of the brand and the Malibu consumer," said Johnson.

Malibu Melon Tea Twister
1 part Malibu Island Melon
3 parts iced tea
Splash lemon-lime soda

Malibu Coco-Melon Colada
1 part Malibu Island Melon
1 part Malibu Coconut
3 parts pineapple juice

Malibu Melon Baller
2 parts Malibu Island Melon
1 part Absolut Vodka
2 parts pineapple or orange juice

For more delicious Malibu recipes, visit www.malibu-rum.com.
Malibu Island Melon will be available for $14.99 for 750ml at retail this June.

About Malibu
Malibu is the original Caribbean rum with natural coconut flavor and the world's favorite, selling 3.7 million cases each year in more than 150 countries. With its beginnings on the island of Barbados, Malibu is perfect for creating cool and refreshing cocktails to help you "Get Your Island On." The delicious and distinct flavor of Malibu has been honored at several major international spirits competitions, including silver at the 2007 San Francisco World Spirits Competition.

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT(R) Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.

In addition to ABSOLUT, Pernod Ricard USA's leading brands include such prestigious spirits as The Glenlivet Single Malt Scotch Whisky, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Wild Turkey Bourbon, Seagram's Extra Dry Gin, Beefeater Gin, Plymouth Gin, Martell Cognac, Malibu flavored Rum, Kahlua Liqueur, Hiram Walker Liqueurs, Pernod and Ricard; such superior wines as Jacob's Creek and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier Jouet Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines..

Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

Pernod Ricard USA
Lauren Rinkey, Pernod Ricard USA
+1-646-746-9078,
lauren.rinkey@pernod-ricard-usa.com
www.malibu-rum.com

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