Following its launch in the US, Malibu is now bringing its Pineapple flavour to UK convenience retailers.
Available from February in 70cl bottles, RRP £14.99, Pineapple aims to capitalise on the trend for flavoured spirits.
The bottles are available in cases of six and will include recipe neck collars.
The launch will be backed by digital and on-pack activity, as well as outdoor advertising this summer.
Jo Alexander, marketing director for Pernod Ricard, said more than 50 new flavoured brands launched into the category last year, achieving £11m in sales.
“We know that Pineapple is a hot flavour right now. Our pre-mixed Malibu Pineapple can is living proof. It has generated double digit value and volume growth in the past year,” she added.
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