Malibu Rethinks Flavors with Sunshine Extension
Malibu Sunshine is the latest innovation coming from Pernod-Ricard's Malibu rum brand, following Malibu Black (70 proof version), Malibu Prepared Cocktails and Malibu Red (a combination of rum and tequila). It is an important part of their strategy as innovation helped the brand post sales growth of +5% in the U.S. during the third quarter (3 months ended December 31) after years of posting softer gains. Nowadays it is all about offering consumers variety, and so far they're still biting.
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