PERNOD Ricard has expanded its Malibu range with the addition of Malibu Red, a blend of Malibu rum and Mexican Olmeca Tequila.
Pernod Ricard is supporting the launch in the on-trade with point of sale kits including bar runners, table talkers and glassware.
The company has also invested in a significant marketing campaign to support the launch. Ads will feature R&B singer-songwriter Ne-Yo, who was recently appointed ‘creative director’ of Malibu Red.
The Malibu Red signature serves include Malibu Red with lemonade and the Malibu Red Margarita, which mixes the speciality spirit with lime juice and agave spirit.