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Malibu Red, smooth and fiery

06/26/2012

Malibu Red, the latest addition to the Malibu range, is a stunning blend of rum and tequila, opening up new opportunities for the brand to be consumed, particularly in nightclubs.

Malibu Red

Malibu Red, the latest addition to the Malibu range, is a stunning blend of rum and tequila, opening up new opportunities for the brand to be consumed, particularly in nightclubs.

"Consumer interest in coconut is growing", explains Pauline Nilsson, Malibu's Global Marketing Director. "There is demand for this flavour to be enjoyed on other occasions, at more dynamic moments than the start of the evening."

To launch this product, Malibu has established a global partnership with the R&B singer Ne-Yo. Much more than just an ambassador, the performer has contributed with creativity to certain product development phases. He has also made his talents as a dancer, singer and performer available to the brand when putting together the Smooth and Fiery launch campaign.

Tags related to the news: 1 unique organisation Americas Europe 14 international brands 7 strategic Premium spirits brands Malibu 2 priorities Innovation Premiumisation Creators

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