STAMFORD, Conn. — Malibu, the brand best known for its flavored rum, is looking to break into the beer space later this year. The company said Malibu Beer would be launching in select cities starting May 1, imported to the United States by US Beverage under exclusive licensing.
The golden lager — which is 5% alcohol by volume and contains hints of coconut — will launch in May the Miami/Fort Lauderdale, Fla.; Ann Arbor/Lansing, Mich.; and San Diego markets. The beer’s launch was informed by research finding a space for a light-bodied beer with flavor among consumers, the company said.
“Consumers love the idea of Malibu Beer,” Malibu global innovation director Jean-Baptists Viton. “The Malibu brand name has the credentials to appeal to consumers within the beer category. Beer's share of Malibu's summer drinking occasion is almost 50%, so there is an enormous potential for Malibu to win in that space.”
The beer will be rolled out with in-store displays, sampling, events and digital media. It will be imported from the Caribbean and available in six packs of 330-ml bottles.