WEBSITE PUSHES MALIBU FLAVORS AND COCKTAILS

Malibu-Kahlua International created a new website, Malibu-rum.com, to boost its international influence. Much like Bacardi’s recent website – bacardilive.com – Malibu is taking a step to up its presence in the growing rum market, especially flavored rum.

Offered in English, French, Spanish and Chinese, the website includes cocktail recipes that “professional and amateur bartenders alike will appreciate,” said Simon Hunt, president and chief. Malibu will use these recipes to push their flavored products such as Malibu Passion Fruit, Malibu Mango and Malibu Pineapple. Malibu is using the new website as a “strategic consumer tool” to reach out to a worldwide audience and build their brand on a “market by market basis.”