Cocktails in watering cans will be appearing in bars and pubs across the UK as part of a summer campaign for Malibu.
Owner Pernod-Ricard is investing £2.5m in the brand this year, the most since initially acquiring it from Allied Domecq in 2005.
The watering can-shaped “Malibu Cocktail Pail” is part of an attempt to tap into
the growing popularity of pitcher drinks, and the company will distribute 11,000 across the trade.
Malibu cocktail shakers will also be rolled out. Consumers can choose from four different cocktails, each priced at £10 for the equivalent of four drinks and handed to customers to shake and serve themselves.
“It’s a novel, interesting way of serving simple cocktails, and adds some theatre to the process of buying a drink,” said Patrick Venning, head of marketing.
“Through re-search we’ve found that Malibu is most often consumed by groups of friends. These two initiatives really tap into that market.”
The Malibu pail and cocktail shaker will be available to any interested outlets that attract Malibu’s target market of 18 to 24-year-olds.
The cocktail promotion will be supported with TV and radio advertising throughout the summer, as well as campaigns on social networking sites such as Facebook.