Malibu Island Spiced

It is no secret that the Malibu brand has long targeted female rum drinkers. Starting with their ‘Original’ coconut rum, they have successfully launched a slew of infused rums like Mango, Tropical Banana, Island Melon, Pineapple, Sunshine (citrus), and Passion Fruit. Yes, they do offer more ‘manly’ options such as Malibu Black (dark rum) and Malibu Red (rum/tequila blend) but be assured, Malibu has been quite successful in marketing their products to female consumers.

With that said, Malibu launches their first Spiced rum, Malibu Island Spiced, with direct female centric marketing. Island Spiced combines its “signature blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon and a touch of natural sweetness with Truvia®* zero-calorie sweetener.” Using Truvia allows Malibu to market Island Spiced as a low calorie rum (70 calories per serving).  I think this is the first spiced rum I have seen marketed directly at a female audience and Malibu’s press release explains their approach:

“Nearly half of spiced rum drinkers are women,” noted Lisa McCann, Brand Director for Malibu, Pernod Ricard USA. “But most spiced rum brands communication is directed to men. Malibu understands women and is actively talking to this increasingly important segment – 66% of Malibu shoppers 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. We are excited to enter the growing spiced segment and be first-to-market with a lower calorie alternative. It’s a double win for Malibu.”

I look forward to picking up some Malibu Island Spiced primarily for Mrs. TheRumTrader to try. She’s not the biggest rum fan (primarily drinking RedRum or Parrot Bay) so perhaps Island Spiced could expand her palate.

From Pernod Ricard USA:

Malibu® Enters Spiced Segment With First Lower Calorie Expression

New York, NY (February 20, 2013) – Today, Malibu®, the number one selling Caribbean Rum with coconut liqueur and leader in product innovation in the rum category, enters the spiced rum segment in bold and innovative style with the launch of Malibu® Island Spiced – the first lower calorie, spiced option to appear on retail shelves and back bars throughout the country.

Malibu Island Spiced combines Malibu’s signature blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon and a touch of natural sweetness with Truvia®* zero-calorie sweetener. The result is a lower calorie, full-flavored spiced rum alternative perfect for social, on-the-go women who seek low calorie drink options that don’t sacrifice flavor.

“Nearly half of spiced rum drinkers are women,” noted Lisa McCann, Brand Director for Malibu, Pernod Ricard USA. “But most spiced rum brands communication is directed to men. Malibu understands women and is actively talking to this increasingly important segment – 66% of Malibu shoppers 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. We are excited to enter the growing spiced segment and be first-to-market with a lower calorie alternative. It’s a double win for Malibu.”

Malibu is supporting the launch of Island Spiced with an aggressive digital and social media marketing plan as well as retail and on-premise activation aimed at generating interest and trial among adult women consumers.

Malibu Island Spiced, 30% ABV and 70 calories/serving, will be available in 1.75L, 1L, 750ml, 375ml and 50ml sizes and will retail for a suggested price of $16.99/750ml.

Try Malibu Island Spiced on ice or mixed with club soda or diet cola for a refreshing full-flavored drink alternative. Visit www.malibu-rum.com for more great Malibu drink recipes.