Malibu (rum)

Malibu is a coconut flavored liqueur, made with Caribbean rum, and possessing an alcohol content by volume of 21.0 % (42 proof). As of 2017 the Malibu brand is owned by Pernod Ricard, who calls it a "flavored rum", where this designation is allowed by local laws.

Malibu
TypeLiqueur
ManufacturerWest Indies Rum Distillery Ltd.
Country of origin Barbados
Introducedca. 1982
Alcohol by volume21%
Websitemaliburumdrinks.com

History

The product was created by Tom Jago of International Distillers & Vintners, and originally made from fruit spirits, flavored with rum and coconut flavoring in Curaçao. Originally, the product was used to simplify the making of piña coladas by bartenders. When the product took off, the production was then moved to Barbados, where the rum is made by West Indies Rum Distillery Ltd., and the quality of the ingredients used was improved.

The brand was sold by Diageo to Allied Domecq for £560m ($800m) in 2002.[1][2][3] In 2005, French company Pernod Ricard purchased Allied Domecq for $14 billion. The deal meant that Pernod Ricard acquired a number of alcoholic beverage brands including Malibu rum.[4]

Marketing

Past advertising campaigns labeled it "seriously easy going" and usually features people from the Caribbean taking life seriously, in a parody of the stress associated with the Western urban lifestyle, with a voice over at the end saying "If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It's seriously easy going." This Caribbean focus of Malibu's advertising stands in some contrast to the fact that the town after which it is named is in California rather than the Caribbean region.

Since 2014, the advertising campaign has shifted toward the idea of Malibu encouraging people to have their "best summer ever"[5] with a YouTube campaign and TV ads showing the difference between "summer you vs rest of the year you".[6] In 2016 Malibu started an internet campaign with a commerce website and via the hashtag #Malibu.[7][8]

Variations

The original version of Malibu rum is flavored with coconut. There are many different versions of Malibu rum in the worldwide market, flavored with various tropical fruits such as banana, pineapple, passion fruit, island melon and mango. Additionally, there is a blend with mint, known as Malibu Fresh, tequila known as Malibu Red[9] and a double strength version known as Malibu Black.

See also

References
  1. "Diageo sells Malibu rum". BBC News. 27 February 2002. Retrieved 17 May 2008.
  2. Malibu Rum Being Sold By Diageo To Domecq, The New York Times, 28 February 2002
  3. Malibu rum brand to be sold to Allied, Chicago Tribune, 28 February 2002
  4. Timmons, Heather; Kanter, James (22 April 2005). "Purchase of Allied Domecq Seen Spurring Other Deals". The New York Times. Retrieved 24 May 2005.
  5. Malibu Rum (22 July 2014), Introducing the Malibu Best Summer Ever Project, retrieved 12 October 2016
  6. Malibu Rum (6 June 2014), MALIBU Island Spiced: Summer You vs. Rest of the Year You Commercial Part 1, retrieved 12 October 2016
  7. Pernod Ricard launches first brand-led ecommerce site as it looks to establish its own voice online, Marketing Week, 3 June 2016
  8. How Jersey Shore’s Vinny Is Leading the #Malibro Movement, Fortune, 7 April 2016
  9. "Malibu Red Review". Cocktail Enthusiast. 10 April 2012. Retrieved 28 January 2017.
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