Food

Malibu creates watermelon-flavoured rum liqueur

30th March, 2021 by Nicola Carruthers

Pernod Ricard-owned Malibu rum liqueur has released a watermelon-flavoured expression.

Malibu Watermelon is bottled at 21% ABV

Pernod Ricard said the watermelon craze has risen in popularity, growing by 40% year over year, according to Nielsen data.

Bottled at 21% ABV, Malibu Watermelon is made with watermelon and Caribbean rum.

The expression is said to be ‘easy to mix’ and is recommended for outdoor occasions such as a barbecue. It can be consumed mixed with soda water and garnished with watermelon, or used as the base for a Mojito.

Malibu Watermelon is available across the US, priced at US$19.99 per 750ml and US$25.99 per 1.75l bottle.

The watermelon variant joins the Malibu range, which includes Original, Pineapple and Strawberry.

Malibu reported a strong performance in 2019, with sales up by 5.5% to 3.9 million nine-litre cases, according to Brand Champions 2020 data.

In the last six months of 2020, Malibu’s organic sales grew 26%.

Last week, Pernod Ricard unveiled a watermelon-flavoured Absolut vodka to tap into the demand for watermelon-flavoured alcoholic beverages.



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