Malibu hopeful for British summer

28 August, 2008

Malibu has put its faith in the British summer this year and is ploughing £250,000 into a promotion offering consumers a free pair of flip -flops with each bottle.

Brand owner Pernod Ricard UK said the promotion, which is running in supermarkets, specialist off-licences, convenience stores and cash and carries, has already "surpassed sales expectations". The branded boxes, which

contain a recipe for Malibu and cranberry, are to stay on shelves until September.

The promotion is part of £14 million investment in the brand over the next two years, including a £1.2 million TV ad campaign which ran earlier this summer, experiential marketing and sampling.

Customer development director Dan Reuby said: "Our off-trade promotional flip -flop packs have been extremely well received by the trade and have been selling particularly well during the recent hot weather spells. They have excellent in-store standout and are a fantastic summer offer."




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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