Malibu (/məˈliːbuː/, local pronunciation: [məˈlibu]) is a coconut flavored liqueur, made with Caribbeanrum, and possessing an alcohol content by volume of 21.0 % (42 proof). As of 2017 the Malibu brand is owned by Pernod Ricard, who calls it a "flavored rum", where this designation is allowed by local laws.[1]
The product was created by Tom Jago of International Distillers & Vintners, and originally made from fruit spirits, flavored with rum and coconut flavoring in Curaçao. Originally, the product was used to simplify the making of piña coladas by bartenders. When the product took off, the production was then moved to Barbados, where the rum is made by West Indies Rum Distillery Ltd., and the quality of the ingredients used was improved.
The brand was sold by Diageo to Allied Domecq for £560m ($800m) in 2002.[2][3][4] In 2005, French company Pernod Ricard purchased Allied Domecq for $14 billion. The deal meant that Pernod Ricard acquired a number of alcoholic beverage brands including Malibu rum.[5]
Marketing
Past advertising campaigns labeled it "seriously easy going" and usually features people from the Caribbean taking life seriously, in a parody of the stress associated with the Western urban lifestyle, with a voice over at the end saying "If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It's seriously easy going." This Caribbean focus of Malibu's advertising stands in some contrast to the fact that the town after which it is named is in California rather than the Caribbean region.
Since 2014, the advertising campaign has shifted toward the idea of Malibu encouraging people to have their "best summer ever"[6] with a YouTube campaign and TV ads showing the difference between "summer you vs rest of the year you".[7] In 2016 Malibu started an internet campaign with a commerce website and via the hashtag #Malibu.[8][9]
Variations
The original version of Malibu rum is flavored with coconut. There are many different versions of Malibu rum in the worldwide market, flavored with various tropical fruits such as banana, pineapple, passion fruit, island melon and mango. Additionally, there is a blend with mint, known as Malibu Fresh, a version mixed with tequila known as Malibu Red,[10] and a double-strength version known as Malibu Black, which is a 35% alcohol by volume (ABV) rum-based liqueur that combines dark rum and the original coconut-flavored liqueur.[1]
^ abBell, words: Emily (28 February 2020). "8 Things You Should Know About Malibu Coconut Rum". VinePair. Retrieved 17 July 2020.
^"Diageo sells Malibu rum". BBC News. 27 February 2002. Retrieved 17 May 2008.
^Malibu Rum Being Sold By Diageo To Domecq, The New York Times, 28 February 2002
^Malibu rum brand to be sold to Allied, Chicago Tribune, 28 February 2002
^Timmons, Heather; Kanter, James (22 April 2005). "Purchase of Allied Domecq Seen Spurring Other Deals". The New York Times. Retrieved 24 May 2005.
^Malibu Rum (22 July 2014), Introducing the Malibu Best Summer Ever Project, retrieved 12 October 2016[dead YouTube link]
^Malibu Rum (6 June 2014), MALIBU Island Spiced: Summer You vs. Rest of the Year You Commercial Part 1, retrieved 12 October 2016[dead YouTube link]
^Pernod Ricard launches first brand-led ecommerce site as it looks to establish its own voice online, Marketing Week, 3 June 2016
^How Jersey Shore’s Vinny Is Leading the #Malibro Movement, Fortune, 7 April 2016
^"Malibu Red Review". Cocktail Enthusiast. 10 April 2012. Retrieved 28 January 2017.
External links
Official website
May 03, 2023
malibu, malibu, local, pronunciation, məˈlibu, coconut, flavored, liqueur, made, with, caribbean, possessing, alcohol, content, volume, proof, 2017, malibu, brand, owned, pernod, ricard, calls, flavored, where, this, designation, allowed, local, laws, malibuty. Malibu m e ˈ l iː b uː local pronunciation meˈlibu is a coconut flavored liqueur made with Caribbean rum and possessing an alcohol content by volume of 21 0 42 proof As of 2017 the Malibu brand is owned by Pernod Ricard who calls it a flavored rum where this designation is allowed by local laws 1 MalibuTypeLiqueurManufacturerWest Indies Rum Distillery Ltd Country of origin BarbadosIntroduced1982Alcohol by volume 21 Websitemaliburumdrinks wbr com Contents 1 History 2 Marketing 3 Variations 4 See also 5 References 6 External linksHistory EditThe product was created by Tom Jago of International Distillers amp Vintners and originally made from fruit spirits flavored with rum and coconut flavoring in Curacao Originally the product was used to simplify the making of pina coladas by bartenders When the product took off the production was then moved to Barbados where the rum is made by West Indies Rum Distillery Ltd and the quality of the ingredients used was improved The brand was sold by Diageo to Allied Domecq for 560m 800m in 2002 2 3 4 In 2005 French company Pernod Ricard purchased Allied Domecq for 14 billion The deal meant that Pernod Ricard acquired a number of alcoholic beverage brands including Malibu rum 5 Marketing EditPast advertising campaigns labeled it seriously easy going and usually features people from the Caribbean taking life seriously in a parody of the stress associated with the Western urban lifestyle with a voice over at the end saying If people in the Caribbean took life as seriously as this they would never have invented Malibu It s seriously easy going This Caribbean focus of Malibu s advertising stands in some contrast to the fact that the town after which it is named is in California rather than the Caribbean region Since 2014 the advertising campaign has shifted toward the idea of Malibu encouraging people to have their best summer ever 6 with a YouTube campaign and TV ads showing the difference between summer you vs rest of the year you 7 In 2016 Malibu started an internet campaign with a commerce website and via the hashtag Malibu 8 9 Variations EditThe original version of Malibu rum is flavored with coconut There are many different versions of Malibu rum in the worldwide market flavored with various tropical fruits such as banana pineapple passion fruit island melon and mango Additionally there is a blend with mint known as Malibu Fresh a version mixed with tequila known as Malibu Red 10 and a double strength version known as Malibu Black which is a 35 alcohol by volume ABV rum based liqueur that combines dark rum and the original coconut flavored liqueur 1 See also EditPina coladaReferences Edit a b Bell words Emily 28 February 2020 8 Things You Should Know About Malibu Coconut Rum VinePair Retrieved 17 July 2020 Diageo sells Malibu rum BBC News 27 February 2002 Retrieved 17 May 2008 Malibu Rum Being Sold By Diageo To Domecq The New York Times 28 February 2002 Malibu rum brand to be sold to Allied Chicago Tribune 28 February 2002 Timmons Heather Kanter James 22 April 2005 Purchase of Allied Domecq Seen Spurring Other Deals The New York Times Retrieved 24 May 2005 Malibu Rum 22 July 2014 Introducing the Malibu Best Summer Ever Project retrieved 12 October 2016 dead YouTube link Malibu Rum 6 June 2014 MALIBU Island Spiced Summer You vs Rest of the Year You Commercial Part 1 retrieved 12 October 2016 dead YouTube link Pernod Ricard launches first brand led ecommerce site as it looks to establish its own voice online Marketing Week 3 June 2016 How Jersey Shore s Vinny Is Leading the Malibro Movement Fortune 7 April 2016 Malibu Red Review Cocktail Enthusiast 10 April 2012 Retrieved 28 January 2017 External links EditOfficial website Retrieved from https en wikipedia org w index php title Malibu rum amp oldid 1150050096, wikipedia, wiki, book, books, library,
