Malibu – the iconic number one Coconut Flavoured Rum[1] – is launching its colourful new summer campaign to the UK on-trade, offering licensees three in-outlet activations to drive spirit sales for on-trade retailers, including a gift with purchase partnership with popular cosmetics brand, Models Own.  Consumers will receive a voucher upon purchase and will be directed to the Malibu UK Facebook page to enter their unique voucher code, the kit is then sent directly to their home address.

Launching in 4,000 outlets, the brand will also be encouraging trial of its hero summer serve, Malibu with cranberry and lemonade, by offering it in a pitcher complete with helpful carrier tray for up to four glasses.  Supported by branded bar runners and drip mats, the ‘Malibu Pitcher’ concept has been designed to communicates Malibu’s versatility as a refreshing shareable drink.

Customers purchasing two Malibu drinks for themselves and a friend in participating outlets will be rewarded a free Malibu Tote Bag at point of purchase designed by designer Sophie Harris-Greenslade and featured on Malibu’s new Limited Edition summer bottle. 

Patrick Venning, Marketing Director at Pernod Ricard UK, said: “With spring starting to warm up and summer only around the corner, Malibu is doing all it can to inject some early fun and sunshine into social occasions.  From gifts to get consumers looking ready for the summer months, to the eye-catching and delicious Malibu Pitchers, our summer activations should resonate with our target consumers, reinforce Malibu’s versatility as a highly mixable spirit, and help support licensees in their drive for profitable spirit sales over the summer months.”

For more information about Malibu, please visit www.facebook.com/malibuUK

Source:  [1] IWSR 2010

The new Jim Beam Honey will be launched with the help of a giant beehive installation in central London this Thursday following the launch of the UK’s first ever honey-infused bourbon in March.

Guests will experience honey as never before said Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston, “Jim Beam Honey is the latest innovation from Jim Beam and is made with four year old Jim Beam bourbon whiskey, slowly infused with natural honey to produce a sophisticated, deep and rich flavour profile with a sweet honey finish, that is 35% ABV.

Jim Beam Honey is available across the UK on-trade as part of a phased roll out and is currently listed at Coe Vintners, Venus and Gerry’s Wine and Spirits (London and Leeds) at £19.99.

For further information on the Maxxium brands and how to enjoy them, log on to www.mixxit.co.uk