The Absolut Company introduces: Malibu Sunshine – the essence of summer captured in a bottle

The Absolut Company continues to develop new exciting flavors to the classic coconut rum Malibu. The latest one is citrus, a vibrant combination of coconut rum with lemon and lime flavors.

“Citrus based drinks are top ranked in flavor tests for the summer season. This new Malibu product is perfect to celebrate our brand’s key season, easy to drink and share with friends. Simply Sunshine in a bottle,” says Pauline Nilsson, Global Marketing Director, Malibu at The Absolut Company.

The launch is supported by a digital campaign in social media and a mobile app, Malibu Sun Lens app. The app works as a filter to the mobile camera and gives all images a warm glow and feeling of a hot summer’s day. There is also a function to make small animated sundrenched movies.

In addition, Malibu is collaborating with famous photographer and filmmaker Cass Bird to create the Malibu Sun Project, a film that tells the story of the sunniest summer. The Sun Project campaign invites consumers to become part of the story by replacing brief sequences of the film with their sundrenched images.

“Malibu Sunshine follows the successes of Malibu Red and Malibu Winter Edition. Product development is a way to be more relevant to our consumers and offer new opportunities for consumption,” says Pauline Nilsson, Global Marketing Director, Malibu at The Absolut Company.

Malibu Sunshine will be available in the US market in May and in Europe and Asia in the summer.

With a refreshing taste, Malibu Sunshine is a natural compliment to summer cocktails, mixing perfectly with summer fruit juices and lemon-lime sodas.

Sunshine Soda
1 part Malibu Sunshine
2 parts Soda Water
Serve over ice in a tall glass.
Garnish with lime.