Malibu has offered ready-to-sip cocktails in cans for several years and the newest Malibu RTS (Ready to Serve) Cocktails will soon be available in super portable and sharable Tetra Packs. These one-liter cartons are ready to transport drinkers' taste buds to warm and sunny destinations with varieties like Pineapple Bay Breeze, Rum Punch and Strawberry Daiquiri. These ready-to-serve white rum cocktails are best enjoyed over ice, promising relaxing drinking experiences that do the hard work of expertly mixing and matching the best flavors and ingredients.
"We've seen the ready-to-serve category grow more than 70% in the past year, including a rise in rum drinks, which is a great opportunity for Malibu to deliver on what our consumers are looking for—easy and delicious cocktails," said Matt Foley, Vice President of Marketing, Malibu.
Take-Anywhere Vacation Cocktails
These New Malibu RTS Cocktails Come in Portable Tetra Packs
Trend Themes
1. Portable Tetra Packs - The new trend of ready-to-serve cocktails being offered in portable and sharable Tetra Packs presents an opportunity for convenient and on-the-go drinking experiences.
2. Ready-to-serve White Rum Cocktails - The growing trend of ready-to-serve cocktails, particularly those made with white rum, opens up new possibilities for easy and enjoyable drinking experiences without the need for mixing and matching ingredients.
3. Rise in Rum Drinks - The increasing popularity of rum drinks, as evidenced by the 70% growth in the ready-to-serve category, creates fertile ground for innovation and expansion in the rum cocktail industry.
Industry Implications
1. Beverage Packaging - The introduction of portable Tetra Packs for ready-to-serve cocktails creates opportunities for companies in the beverage packaging industry to cater to the growing demand for convenient and travel-friendly drink options.
2. Alcoholic Beverage - The rise in the ready-to-serve cocktail market, particularly those made with white rum, presents opportunities for businesses in the alcoholic beverage industry to develop and market innovative and ready-to-enjoy rum-based drinks.
3. Cocktail Mixology - The increasing demand for ready-to-serve rum drinks signifies the need for innovation in the cocktail mixology industry, with a focus on creating pre-mixed cocktails that deliver authentic flavors and a high-quality drinking experience.