Top nine best-selling liqueur brands

Bartender collaborations and experimental flavours have added excitement to the liqueurs category in recent years. We analyse the performance of the sector’s biggest brands. The liqueurs category witnessed a slight uptick in 2019, growing by 1.5%, according to Euromonitor. The category has benefitted from new innovations, vibrant marketing campaigns and its use in cocktails. In the UK, liqueur sales reached £1.3 billion (US$1.7bn) in 2019 as consumers purchased 43 million bottles, according to figures from the…

Continue Reading →

Malibu goes global with ‘contemporary’ redesign

Pernod Ricard has rolled out a new design for its Malibu rum liqueur brand globally, featuring a “contemporary look” to maintain its relevance with millennials. The “refreshing” redesign, including the ready-to-drink (RTD) cans, aims to “reinforce” Malibu’s “quest to become a global icon of summer”. The new design and logo has been created to “maintain strong brand equity and relevance with millennials”. The Malibu logo features a “bigger and bolder look” with lifted palm leaves,…

Continue Reading →

Top 10 spirits brands on social media

While social media has the ability to boost brands’ success around the world, opaque posts by ‘influencers’ have fallen foul of regulators. Here, SB announces the Social Media Hero from our Brand Champions report. There’s no doubt that social media plays a vital role in digital marketing, allowing spirits brands to reach millions of consumers worldwide. Having a strong social presence empowers alcohol brands to stand out from an enormous crowd of category competitors, who are…

Continue Reading →

Top 10 marketing moves in May 2019

Last month’s top marketing moves included the global roll-out of the 2019 Malibu Games, Chase Distillery’s first advertising campaign and a podcast series that tells the history of Irish whiskey. In our latest marketing round-up, we take in VK’s new summer campaign featuring Love Island stars Alex and Olivia Bowe, while Rooster Rojo Tequila had a starring role in action film Avengement. Bacardi-owned Martini brought back its Ciclismo series and Douglas Laing launched a new…

Continue Reading →

Malibu harnesses ‘power of pink’ with new RTDs

Pernod Ricard UK is capitalising on the ‘millennial pink’ trend with the launch of two new ready-to-drink Malibu products: Malibu Strawberry Spritz and Malibu Fizzy Pink Lemonade. Targeting 18-24-year-old drinkers, the new products exclusively launched in Tesco stores in the UK on 20 May. Malibu Strawberry Spritz is a sparkling rum-based cocktail with flavours of strawberry and coconut. Presented in a 750ml bottle format, the drink targets sharing occasions and aims to benefit from a…

Continue Reading →