The launch of the drink is spear- headed by R&B star and newly appointed Malibu Red creative director Ne-Yo, who will play a key role in the drink’s marketing campaign.
PRUK said Malibu Red will allow retailers to tap into the growing appeal of mixable speci- ality spirits, suited to “higher-tempo” social occa- sions. It will be available to the on- and off-trade with an rrp of £16.99.
In the off-trade, in-store support will include shelf barkers and recipe neck collars.
PRUK said Malibu Red is suited to long drinks and cocktails, including signature serves Malibu Red with Lemonade and the Malibu Red Margarita.
Marketing director Patrick Venning said: “Malibu Red brings something totally new and unique to the mixable spir- its category.”