- Achieved sales of 4 million units based on 9-liter products in last summer season
- 30% growth in key markets including Korea, Asia, the US, and Europe
Global liquor company Pernod Ricard Korea's coconut rum liqueur brand ‘Malibu’ has achieved a 30% growth rate in major markets worldwide despite the prolonged COVID-19 pandemic.
Although the global liquor industry is facing significant challenges due to an unprecedented crisis, Malibu's exceptional double-digit growth is attributed to three main factors.
First, strengthening the ‘home cocktail recipes’ to allow consumers to easily and diversely enjoy Malibu at home, and launching new ‘Ready To Drink (RTD)’ products that consumers can enjoy anytime and anywhere, positively impacted sales. Additionally, consumer psychology favoring trusted and reliable brands during difficult times also contributed to Malibu's progress. Accordingly, Malibu focused on reinforcing its brand identity reminiscent of ‘summer’ and actively communicated through various digital touchpoints, receiving strong responses from the core consumer group, the MZ generation.
Popular among young consumers for its sweet coconut aroma and smooth buttery rum flavor, Malibu has firmly established itself as a representative spirit brand of the summer season by achieving remarkable results, such as surpassing approximately 4 million units sold (based on 9-liter products) during the last summer peak season in major markets worldwide, including Asia markets like Korea, the United States, and Europe.
Meanwhile, domestic demand for Malibu continues to expand, raising expectations for future marketing activities. Currently, focusing on two flavors?Malibu Original and Lime?the brand is conducting fresh and entertaining digital marketing and collaboration promotions that accurately target the needs and trends of young consumers.
Last year, Malibu launched the ‘Malibu Original 350ml’ product, the size of a soju bottle, introduced nationwide through medium and large-sized packaged bars, increasing consumer touchpoints with a convenient size. Recently, through GS25 convenience store’s liquor smart order system ‘Wine 25 Plus,’ Malibu released the ‘#TteokbokkiEnMalibu’ package featuring the sweet and salty combination of Malibu and Jaws Tteokbokki. Upon release, it ranked number one in app sales for consecutive days, expanding its position as a ‘drink option’ targeting the MZ generation’s lifestyle.
As the representative coconut rum liqueur of Pernod Ricard Korea, Malibu plans to strengthen this growth trend by launching a cheerful summer campaign, including the digital campaign ‘#TteokbokkiEnMalibu’ this coming summer.
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