Pernod Ricard USA has introduced a new low-calorie spiced rum version of Malibu brand - Malibu Island Spiced - with an aim to target a wide range of consumers, especially female spiced rum drinkers.
Malibu Island Spiced is a blend of Caribbean rum, coconut liqueur, light spices, smoked vanilla, cinnamon and a zero-caloried sweetener Truvia. The blend is bottled at 30% ABV and each bottle offers 70cal per serving.
Pernod Ricard USA Malibu brand director Lisa McCann said though majority of spiced rum brands are targeted towards men, around 50% of spiced rum drinkers are women.
"Malibu Island Spiced addresses the growing demand among adult women for cocktails that taste great and offer the perfect balance between sweetness and strength without packing on the calories," McCann added.
The coconut flavored rum will be available in both on- and off-trade markets in 1.75l, 1l, 750ml, 375ml and 50ml bottle formats, where each 750ml bottle is priced at $16.99.
The launch of Malibu Island Spiced rum is being supported by digital and social media marketing, and retail and on-trade activities.
