Allied Domecq to launch passion fruit Malibu
Following the successful launches of Malibu Pineapple and Malibu Mango last year, Allied Domecq has unveiled its newest flavored rum offering, Malibu Passion Fruit, which will be launched in the US beginning April 15.
Malibu Passion Fruit is the latest addition to the popular Malibu product line, joining original Malibu, Malibu Mango and Malibu Pineapple flavored rums. Scoring among the highest products ever tested by Allied Domecq, passion fruit is one of the hottest new flavors across many food and beverage categories, according to the company. Malibu Passion Fruit has been described as having an exotic, guava-like, sweet/tart taste with a rich, fruity aroma. Malibu Passion Fruit will be marketed under the Seriously Easy Going marketing platform, and will be supported by television, radio and print advertising; on- and off-premise merchandising; sampling and promotions. Consumers continue to look for more flavor variety in their spirits and the rum category is now enjoying the flavor explosion that vodka recently experienced, said Scott Ortega, vice president of innovation for Allied Domecq Spirits North America. Malibu is meeting this trend with the release of Malibu Passion Fruit and is doing it on tax day when US consumers could use a little relaxed, Caribbean fun in their lives.
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