# Peachy Summertime Rum Spirits Malibu Peach Rum Offers a Fruity, Mixing-Ready Flavor By Michael Hemsworth | Published 2023-02-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/malibu-peach-rum References: [foodbev](https://www.foodbev.com/news/pernod-ricard-launches-new-malibu-peach-flavour/) & [pernod-ricard](https://www.pernod-ricard.com/en)  The [Malibu](https://www.trendhunter.com/trends/malibu-cocktails-in-a-can) Peach Rum is being launched by Pernod Ricard as a new take on the brand's signature rum-based spirit that's ready to craft [premium cocktails](https://www.trendhunter.com/trends/readytopour-cocktail) and more. The spirit features the brand's signature rum along with the premium flavor of summertime peaches to give it a decidedly fruit-forward flavor profile. The spirit is thus great for freshly mixing up cocktails and is set to arrive to coincide with the warmer weather months. The spirit is being launched in the US. Brand Director of Marketing at Malibu Devaunshi Mahadevia commented on the new Malibu Peach Rum saying, "With peach being a top five summer flavour, we’re excited to introduce this innovation to the Malibu portfolio and to consumers just in time for the warmer months." ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 4% | Activity: 17% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Fruity Spirits:** The rise of fruity spirits in the beverage industry creates opportunity for brands to introduce new and innovative flavor profiles. - **Seasonal Spirits:** The launch of seasonal spirits presents an opportunity for brands to cater to trending flavors during specific times of the year. - **Craft Cocktails:** The availability of mixing-ready spirits encourages the widespread creation of premium craft cocktails for consumers to enjoy at home or in bars and restaurants. ### Industries Being Reshaped - **Alcohol:** The alcohol industry can take advantage of the growing trend of fruity spirits and seasonal offerings to attract new customers and increase sales. - **Hospitality:** Hotels, bars, and restaurants can utilize the availability of mixing-ready spirits to create unique and delicious craft cocktails for their customers. - **Retail:** Retailers can tap into the popularity of seasonal spirits to attract customers and increase sales during specific times of the year, as well as offer additional mixers and ingredients to complement mixing-ready spirits. ## Related on Trend Hunter - [Coastal Party-Themed Spirits](https://www.trendhunter.com/trends/smirnoff-miami-peach.md) - [Ready-to-Drink Rum Cocktails](https://www.trendhunter.com/trends/malibu-cocktails-in-a-can.md) - [Tropical Convenience-Focused Cocktail Lineups](https://www.trendhunter.com/trends/malibu-pink.md) - [Summery Passionfruit Rum Spirits](https://www.trendhunter.com/trends/bacard-passionfruit.md) - [Sparkling Pineapple-Rum Cocktails](https://www.trendhunter.com/trends/malibu-and-dole.md) - [Free-Spirited Rum Commercials](https://www.trendhunter.com/trends/rum-commercial.md) - [Peachy Canned Summertime Cocktails](https://www.trendhunter.com/trends/peachtree-peach-on-the-beach.md) - [Fruity Rum Flavors](https://www.trendhunter.com/trends/mango-lime-rum.md) - [Naturally Flavored Rum Spirits](https://www.trendhunter.com/trends/rumsum.md)