Tapping into the current millennial pink trend sweeping across fashion, food and drink, Pernod Ricard has launched new Malibu Strawberry Spritz, available with an RRP of £9.50.

Malibu Strawberry Spritz is a sparkling rum-based cocktail with an ABV of 11%, and is the brand’s first ready-to-drink product in a 750ml bottle format.

The supplier says 42% of pink spirit shoppers purchase prosecco, and 35% of those purchasing both products are Malibu’s millennial consumers. The brand is looking to drive this growth further by capitalising on the recent surge in demand.

The increased demand for pink products has also driven double digit growth for the beer, wine and spirits category in both the on and off-trade, with one in three pink shoppers not buying any other type of spirit.

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