MALIBU
“Malibu is a truly global brand. We’ve generated significant momentum these past 12 months, allowing us to capitalise on key consumer trends. At the same time, we’ve reinvigorated brand interest thanks to both product innovation and a long-term marketing strategy.”
JOHAN RADOJEWSKI, VP MARKETING, MALIBU
Driven by double-digit growth, Malibu had a record year, taking the title of Liqueurs Brand Champion 2021. This strong performance was due in part to the brand’s ability to reinvent itself and adapt to consumer needs and expectations, demonstrated by the success of Malibu’s spring and summer 2020 campaign, ‘A Bit of Sunshine,’ and its Coconut Challenge. Both initiatives responded to the change in consumer mindset during the lockdown and the new ways in which they celebrated conviviality and consumed entertainment. Malibu has also met millennial and Gen Z (1) expectations regarding flavours and new visions of conviviality, as evidenced by the launch of the new
Malibu Watermelon flavour, available as a spirit (21% ABV) and in cans (RTD). The company has also taken steps to meet the growing desire of consumers for ecoconcious products by launching ‘For Future Summers,’ its sustainability and responsibility platform. Malibu has also developed a five-year roadmap, focused on nurturing the brand’s terroir through sustainably-sourced ingredients and minimizing its global footprint through packaging innovation.
24%
BROAD-BASED GROWTH,
PRIMARILY DRIVEN BY
THE U.S. THANKS TO
OFF-TRADE EXPOSURE
(1) Of legal drinking age.