Malibu Watermelon Has a 21% ABV and is Easy to Mix
Michael Hemsworth — March 31, 2021 — Marketing
References: pernod-ricard & thespiritsbusiness
The Malibu Watermelon rum liqueur is one of the latest products from the brand that will provide consumers with a way to prepare fresh cocktails that are fruity and flavorful from the comfort of home.
The product is made with the brand's signature Caribbean rum along with watermelon in the mix to make it ideal for a wide range of recipes. The product has a 21% ABV and will be launching in the US at a price point of $19.99 per 750ml bottle as well as a 1.75-liter bottle for $25.99.
The Malibu Watermelon rum liqueur aims to tap into consumer preferences for watermelon-flavored products as it continues to be quite popular and is expected to gain more marketshare this summer.
The product is made with the brand's signature Caribbean rum along with watermelon in the mix to make it ideal for a wide range of recipes. The product has a 21% ABV and will be launching in the US at a price point of $19.99 per 750ml bottle as well as a 1.75-liter bottle for $25.99.
The Malibu Watermelon rum liqueur aims to tap into consumer preferences for watermelon-flavored products as it continues to be quite popular and is expected to gain more marketshare this summer.
Trend Themes
1. Watermelon Flavor Trend - Opportunity to explore and introduce more watermelon-flavored products to appeal to consumers' preferences
2. Ready-to-mix Cocktail Trend - Opportunity to create more ready-to-mix cocktail products to cater to at-home consumption
3. Rum Liqueurs Trend - Opportunity to innovate and introduce more flavored rum liqueurs to the market
Industry Implications
1. Alcoholic Beverages Industry - Opportunity for alcoholic beverage companies to capitalize on popular flavors like watermelon to boost sales
2. Ready-to-drink Industry - Opportunity for ready-to-drink cocktail companies to introduce more innovative and exciting flavors to appeal to consumers
3. Flavored Spirits Industry - Opportunity for flavored spirits companies to expand their product line by introducing more rum liqueurs in unique flavors
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