Available to all retail channels this month, the gift pack showcases the iconic Malibu white livery, giving it instant on-shelf stand-out.
It features festive snowflake stencils which give a glimpse of the recently redesigned 70cl bottle inside.
‘Cocktail recipes’
“We always keep our consumers at the heart of our brand and want their opinion on what they would like to see from Malibu next, whether that be through research groups or via our Facebook community,” said Pernod Ricard UK marketing manager Belinda Sanderson.
“Our Malibu consumers told us that they would love to give Malibu as a gift to their friends and family and so we set about developing a gift pack that would drive appeal and sales of Malibu during the key Christmas period.”
In addition, shopper research undertaken by Pernod Ricard UK demonstrates that consumers believe spirits make an ideal gift at Christmas time with 50% of gifting occurring in the three weeks before Christmas so the new Malibu gift pack is perfectly positioned to capitalise on this trend.
To ensure that the new gift pack is as consumer friendly as possible, Malibu has included two festive cocktail recipes on the back of pack; the sparkling Mali-Bellini and the hot Mali-Coco.
“The inclusion of cocktail recipes reflects the growing trend of consumers looking to recreate their on-trade cocktail drinking experiences at home,” said Sanderson. “Our festive Malibu cocktails are simple and easy to follow and give our consumers inspiration around different drinking occasions.”
