US. Allied Domecq Duty Free will launch two flavour extensions to its Malibu rum brand at the Duty Free Show of the Americas in Orlando later this month.
The brand extensions, to be pineapple and mango, will be available from May in US domestic markets. No roll-out date has yet been set for duty free. They will retail in domestic at US$13.99 for 75cl and US$16.99 for 100cl. Allied said that the flavours are not expected to cannibalize from Malibu’s sales.
Allied Domecq Duty Free marketing manager for the Americas and Caribbean Jesse Pena told The Moodie Report: “We are currently working to see how quickly we can get it into distribution, but it is in the works for this fiscal year. In Orlando we will be presenting it to the trade for the first time and holding tastings.
“We will also be sharing new information about Kahlua’s performance in North America and also Tia Lusso, as this gets set for distribution in the US domestic market.”
Buyers in the Americas will also be introduced to the relaunched Beefeater Crown Jewel for the first time and Allied will hold three separate tastings events including a Martini Night for the Grey Goose Orange, Citron and Vanila flavours.
“Market demand and research indicates that today’s consumers want more flavour variety in their spirits – just look at the flavour explosion among vodkas like Stolichnaya,” said Allied Domecq Spirits North America marketing vice president for white spirits Rennie Solomito.
“It is only natural that Malibu, the ‘flavoured rum originator,’ brings consumers two of the world’s most popular flavour varieties with pineapple and mango. They are natural choices for extending the Malibu trademark.”
“Once we develop a new product, like Malibu Mango or Malibu Pineapple, it is critical that we appropriately and creatively brand it,” said Ilene Grimes, Allied Domecq Spirits North America brand manager for Malibu flavoured rum.
“In doing so, we conducted extensive research on how to uphold the significant brand recognition of Malibu, yet call out our new and distinctly different product offerings.”
Allied said that research showed that 91% of consumers recognised the white Malibu bottle within 1/25th of a second.
“Preserving this recognition, while introducing two completely different Malibu products, was a true challenge. The result: the bottle shape remains the same, as does the logo. Yet, the Malibu Mango and Malibu Pineapple bottles are vibrant and colourfully translucent,” said Grimes.
The new rum flavours will be marketed under the current “Seriously Easy Going” marketing platform, featuring reggae singer Shaggy, who is scheduled to make an appearance at the Allied suite (number 30106) in Orlando.
