Malibu gears up for summer with Watermelon launches

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Malibu is launching two new products to tap into the increased demand for watermelon flavoured alcoholic drinks.

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Malibu Watermelon (21% ABV) is a pre-mixed drink with Caribbean rum and watermelon, available in a 700ml bottle for £15.

Malibu Watermelon Lemonade is available in a 250ml ready-to-drink can format (£1.80) and is a blend of Caribbean rum and watermelon, with lemon lime flavours.

Both launches are available from Bestway, Booker and United Wholesale.

The brand said the pre-mixed drinks category is growing 27% year on year and the Malibu can range is growing 50%, more than double the rate of the total pre-mixed cans category.

Chris Shead, channel director at brand owner Pernod Ricard UK, said: “We are delighted to be extending our current can offering at a time when the ready-to-drink market is booming, and Malibu’s ready-to-drink range has gone from strength to strength over the last three years, helping to recruit younger shoppers into the brand.

“These two new additions to the Malibu family are primed to take this summer over by clearly answering consumer needs for great tasting drinks, suitable for all daytime occasions.”

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