Tuesday, September 20, 2011
Pernod Ricard USA will Introduce Malibu Rum Winter, a Limited Edition to be Available from October through December at $13.99 a Bottle
(by Shanken News Daily) Continuing the seasonal spirits extension theme it’s employed with Beefeater gin (Beefeater summer and winter-themed special editions appeared last year), Pernod Ricard USA will introduce Malibu Rum Winter, a limited edition to be available from October through December at $13.99 a bottle. Malibu Winter is a blend of Caribbean rum with real coconut flakes suspended in the liquid which, when consumed, dissolve slowly in the mouth. Brand manager Sheila Senhouse says Malibu Winter will “attract current and new consumers to the brand by offering a unique drinking experience during this non-traditional Malibu consumption season.” After sliding by 65,000 cases in the U.S. from 2007 through 2009, Malibu righted the ship in 2010, increasing 1.9% to 1.635 million cases, according to Impact Databank.