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MALIBU® ENTERS SPICED SEGMENT WITH FIRST LOWER CALORIE EXPRESSION

Press Release   •   Feb 20, 2013 15:53 GMT

Malibu Island Spiced combines Malibu’s signature blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon and a touch of natural sweetness with Truvia®*zero-calorie sweetener. The result is a lower calorie, full-flavored spiced rum alternative perfect for social, on-the-go women who seek low calorie drink options that don’t sacrifice flavor.

“Nearly half of spiced rum drinkers are women,” noted Lisa McCann, Brand Director for Malibu, Pernod Ricard USA. “But most spiced rum brands communication is directed to men. Malibu understands women and is actively talking to this increasingly important segment – 66% of Malibu shoppers are women. Malibu Island Spiced addresses the growing demand among adult women for cocktails that taste great and offer the perfect balance between sweetness and strength without packing on the calories. We are excited to enter the growing spiced segment and be first-to-market with a lower calorie alternative. It’s a double win for Malibu.”

Malibu is supporting the launch of Island Spiced with an aggressive digital and social media marketing plan as well as retail and on-premise activation aimed at generating interest and trial among adult women consumers.

Malibu Island Spiced, 30% ABV and 70 calories/serving, will be available in 1.75L, 1L, 750ml, 375ml and 50ml sizes and will retail for a suggested price of $16.99/750ml.

Try Malibu Island Spiced on ice or mixed with club soda or diet cola for a refreshing full-flavored drink alternative. Visit www.malibu-rum.com for more great Malibu drink recipes.

*Truvia® and the Truvia® logo are registered trademarks of The Truvia Company LLC.


The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of ABSOLUT VODKA, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. ABSOLUT VODKA is the world’s fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced in Åhus in southern Sweden. MALIBU is the number one coconut-flavoured rum in the world, sold in more than 150 countries. KAHLÚA coffee liqueur is the world leader in its category. As of July 2008, The Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the sector. The head office is located in Stockholm, Sweden.

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