Pernod Ricard tests spiked waters market with Malibu-branded fruit drinks 

Pernod Ricard has unveiled a new canned range of fruit-flavoured malt beverages under the Malibu brand as the wine and spirits specialist taps into the growing ready-to-drink (RTD) hard waters and cocktails market.

The sparkling Malibu Splash drinks are flavoured with the famed rum liqueur’s coconut base and four other fruit combinations; strawberry, lime, passionfruit and pineapple. The 5 per cent ABV cocktails are packaged in slim 12oz cans and sold in four packs in the US.

The products’ vibrant packaging has been designed to appeal to sun seekers and their release is timed to create a buzz before the summer surge in RTD cocktail sales.

Malibu Splash is Pernod Ricard’s latest foray into the RTD market, which researcher Nielsen said had grown almost sixfold in the year to April. In 2018, the Paris-based drinks giant released a Kahlua-based foaming coffee packaged in Ardagh cans. It also cans Malibu rum-based cocktails.

Sales of malt-based beverages and other hard sparkling waters, such as spiked seltzers, are growing as consumers seek healthier alcoholic alternatives to beer, sales of which have declined in the past few years. The move away from beer has also been accompanied by an expansion of the canned wine market.