Disrupting the beer category

Malibu® is taking yet another leap towards becoming a global icon of summer by launching Malibu® Beer ' a first-of-its-kind product aiming to redefine the summer beer landscape by bringing more flavour and more fun to a growing consumer space.

The introduction of Malibu® Beer is based on extensive consumer research done over the past few years where the brand has identified a clear desire amongst consumers for a mainstream lighter-bodied beer with flavour.

'Consumers love the idea of Malibu Beer! And not only does the Malibu® brand name have the credentials to appeal to consumers within the beer category ' but beer´s share of the Malibu drinking occasion is almost 50% so there is an enormous potential for Malibu to win in that space' says Jean-Baptiste Viton, Global Innovation Director for Malibu.

So far Malibu® Beer has proven to be a huge success. In the Netherlands, Beer has grown with more than 300% in volume since the small test-launch in 2015 and on top of that the product has proven to be highly important in terms of recruiting new consumers into the brand. Next up is the US, where the brand already won an award for best beverage of the month and where the selected market roll out continues to receive positive response from both distributors, retailers and consumers.