New Malibu bottle is “more slender with high shoulders"

20 February, 2013

Pernod Ricard has given coconut-flavoured rum Malibu a facelift including a new logo, bottle shape and type font.

It hopes the redesign gives the brand a more “distinctive, modern feel” that “emphasises the unique Malibu brand personality” and appeals to a wider consumer base.

The new bottle is “more slender with high shoulders and the logo evokes the free and easy spirit of Malibu".

The addition of a clear window around the bottom of the bottle is designed to make it stand out on the shelf.
The new look roll-out will begin with the 1-litre format from mid-March, with the 70cl format following in May.

Patrick Venning, Marketing Director at Pernod Ricard UK, comments: “Malibu is an icon of the drinks industry and we are confident that the new-look will continue to ensure the brand has maximum stand-out on a busy retail shelf or back-bar.

“Research has shown that consumers love the updated look and we would encourage our retail partners to stock up in the run up to key spring and summer sales period.”

To support the summer launch of the 70cl new packaging, Malibu will run an in-store promotion across the off-trade.

More details regarding this promotion “will be released in due course”.




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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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