Malibu and Oatly Launched a Soft Serve with a Hint of Alcohol
Laura McQuarrie — July 11, 2024 — Lifestyle
References: vegconomist
Rum-based coconut liqueur brand Malibu and Oatly, the dairy alternative company, collaborated on a dairy-free, piña colada-flavored soft serve with a hint of alcohol. The oat-based soft serve boasts just 1.5% ABV and specifically speaks to Gen Z and their desires for inventive plant-based alternatives, new flavors and low-alcohol products.
To help people in London beat the heat with this refreshing soft serve flavor, Malibu and Oatly are opening a pop-up Paradise Arches bar in Shoreditch. For a limited time in July and August, adults can savor a complimentary Piña Oatlada in a cocktail glass-shaped waffle cone, as well as light refreshments and cocktails inspired by each brand's specialties. The venue will also host a variety of events with DJ sets, drag bingo, brunch parties, fitness classes and cabaret shows.
To help people in London beat the heat with this refreshing soft serve flavor, Malibu and Oatly are opening a pop-up Paradise Arches bar in Shoreditch. For a limited time in July and August, adults can savor a complimentary Piña Oatlada in a cocktail glass-shaped waffle cone, as well as light refreshments and cocktails inspired by each brand's specialties. The venue will also host a variety of events with DJ sets, drag bingo, brunch parties, fitness classes and cabaret shows.
Trend Themes
1. Low-alcohol Beverages - Expanding consumer interest in low-alcohol options presents opportunities for sophisticated, health-conscious drinks.
2. Plant-based Desserts - Rising demand for plant-based diet alternatives fuels innovation in dairy-free frozen desserts.
3. Pop-up Experiences - Interactive and immersive pop-up concepts attract attention and drive engagement in unique branded experiences.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry is witnessing a shift towards low-ABV products, catering to younger demographics seeking moderation.
2. Dairy Alternatives - The dairy alternatives market sees growth as consumers opt for innovative, plant-based options that align with their dietary preferences.
3. Food and Beverage Retail - Food and beverage retail businesses leverage limited-time pop-up events to generate buzz and create memorable customer interactions.
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