Malibu has launched a duo of watermelon-flavoured products to appeal to Gen Z consumers.
Its new fruity flavour – available in a liqueur and RTD format – offers a “slice of summer” to 18 to -24-year-olds, the brand said.
Malibu Watermelon (21% abv) is billed as a “tropical thirst quencher”, combining Caribbean rum with the refreshing taste of the fruit (rsp: £15/70cl).
The Watermelon Lemonade RTD cans (5% abv) are suited to at-home drinking and “al fresco moments” and will tap the growing pre-mixed drinks category, it added (rsp: £1.80/250ml).
“With flavoured spirits on the rise, the brand’s latest innovations are sure to be a sizzling hit,” said Pernod Ricard UK channel director Chris Shead.
“Malibu’s RTD range has gone from strength to strength over the last three years, helping to recruit younger shoppers into the brand,” he added.
Nielsen data revealed the pre-mixed drink category had grown by 26.8% in value over the past year, said Malibu [52 w/e 27 March 2021].
It also showed that sales of Malibu RTD cans were up 50.2%, growing at double the rate of the pre-mixed can category as a whole, which increased by 19.2%, the brand said.
The move is the latest in a growing line of brands launching fruit-flavoured sprits ahead of summer.
In May, Hooch unveiled its trio of 37.5% abv spirits: Lemon Gin, Mango & Lime Rum, and Raspberry & Lemon Gin.
Just two weeks prior, Kopparberg debuted its Lemon, Passionfruit and Strawberry & Lime vodkas.