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Pernod Ricard USA adds two new flavored drinks to Malibu family

DBR Staff Writer Published 21 May 2013

Pernod Ricard USA has added two new dessert-flavored drinks - Malibu Sundae and Malibu Swirl - under the Malibu brand.

The new additions mark the brand's entry into confectionary spirits category.

Malibu Sundae offers a taste of coconut and chocolate ice cream, while Malibu Swirl offers flavor of coconut and taste of strawberries and cream. Both the drinks are bottled at 21% ABV.

In the last two years, the growth of confectionary spirits category has increased by 58%. The launch of the two new dessert-flavored drinks is to meet the growing demand for these drinks in the market.

Pernod Ricard USA Malibu brand director Lisa McCann said the company is happy to make its debut into the growing confectionary segment.

"It is where we expect to see significant growth going forward. Malibu Sundae and Malibu Swirl are set to capitalize on this growth and deliver two entirely new ways to experience the brand," McCann added.

To support the launch of two new drinks, the company plans to conduct digital and social media marketing and a summer visual campaign.

Both Malibu Sundae and Malibu Swirl will be available in 1l, 750ml, and 50ml sizes and will retail at suggested price of $14.99 per 750ml bottle.