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Malibu® Caribbean Rum, The No. 1 Coconut Rum In The World, Announces The "Seriously Easy Going®" Summer Program
White Plains, N.Y. (April 26) - Pernod Ricard USA and Malibu Caribbean Rum take their leadership position in the flavored rum category very seriously. Malibu, the "Seriously easy-going" rum, has enjoyed impressive growth since it was launched in the U.S. in 1982 and maintains that momentum despite the abundance of new rum brands and flavored line extensions that have stormed the market in recent years. In fact, Malibu contributed 24 percent of total flavored Caribbean rum category growth over the past 12 months (AC Nielsen 52 weeks ending 12/17/05).
Like other spirits categories, flavor innovations are driving growth in the rum category. Since 2004, the Malibu family has grown from the trademark Malibu Coconut to include three new flavors – Malibu Pineapple, Malibu Mango and Malibu Passion Fruit. "Research shows that consumers want flavor variety in their spirits," notes Michelle Riley, Malibu Brand Director, Pernod Ricard USA, "and rum is no exception. The Rum category is enjoying the same flavor explosion that vodka has experienced in the past ten years."
On the agenda for Malibu this summer is the Seriously Easy Going Summer Program, with a full array of support for both on and off premise partners. In addition to Malibu's Seriously Easy Going television, radio and trade print summer advertising campaign, the brand will offer retailers a comprehensive consumer sampling program which will be available to support national on-premise initiatives (where legal). In addition, Malibu is running a "Taste the Island Life" consumer sweepstakes program where consumers can win a seriously easy-going trip to Barbados – home of Malibu Rum. Sweepstakes entry will be available via in-store tear pads or through http://www.malibutrip.com. Riley concludes, "The rum category is growing and full of opportunity, and Malibu is poised to capitalize on that momentum this summer."
Malibu is imported and marketed by Pernod Ricard USA. Pernod Ricard USA is committed to deliver innovative new products and impactful marketing programs that increase consumer demand. Malibu recently received two prestigious industry awards – Impact magazine' 2005 Hot Brand Award and the 2006 Adams' Growth Brand Award, Established Brands Category - further solidifying the brand's spot atop the flavored rum pyramid.
About Pernod Ricard USA
Pernod Ricard USA, based in White Plains, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world's # 2 spirits company and #3 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard's acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company's sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fourth largest by sales volume in the U.S.
Pernod Ricard USA's leading brands include Kahlúa®, Chivas Regal® Scotch whisky, Seagram's® Extra Dry Gin, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker® Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott® wines, Champagne Perrier Jouët®, Champagne Mumm®and Mumm Napa® wines, and Pernod® and Ricard®. Enjoy Pernod Ricard's brands responsibly and in moderation.