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The flavoured rum originator brings the Caribbean closer to consumers - Malibu Passion Fruit hits store shelves on April 15

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The flavoured rum originator brings the Caribbean closer to consumers - Malibu Passion Fruit hits store shelves on April 15

The tax man cometh and taketh away, while Malibu cometh and bringeth an exotic, new flavour to fill out its family of best-selling Caribbean flavoured rums. Allied Domecq Spirits, North America (NYSE:AED), a marketing-led brands business, and Malibu flavoured rum announce the national arrival of Malibu Passion Fruit beginning April 15. Malibu Passion Fruit arrives just in time for consumers to take life less seriously on a day they really need to tax day. Malibu Passion Fruit is the latest, great tasting addition to the popular Malibu product line, joining original Malibu, Malibu Mango and Malibu Pineapple flavoured rums.

Consumers continue to look for more flavour variety in their spirits and the rum category is now enjoying the flavour explosion that vodka recently experienced, said Scott Ortega, Vice President of Innovation, Allied Domecq Spirits, North America. Malibu is meeting this trend with the release of Malibu Passion Fruit and is doing it on tax day when U.S. consumers could use a little relaxed, Caribbean fun in their lives. What better way to put the stresses of tax time behind you than with an exotic seriously easy going Malibu Passion Fruit and lemon-lime soda.

Scoring among the highest products ever tested by Allied Domecq, Passion Fruit is one of the hottest new flavours across many food and beverage categories. Malibu Passion Fruit has a naturally exotic, guava-like, sweet/tart taste with a rich, fruity aroma. Available nationwide at on- and off-premise locations beginning April 15 2005, Malibu Passion Fruits suggested retail pricing will remain consistent with other Malibu rums at $13.99 (750ml) and $16.99 (1 L).

Malibu Passion Fruit will be marketed under the successful Seriously Easy Going marketing platform, designed to demonstrate how Malibus easygoing spirit can help consumers take a break, loosen up and have fun with friends a perfect reminder for the upcoming summer season. The brand will be supported by television, radio and print advertising; on- and off-premise merchandising; sampling and promotions. Malibu Passion Fruit mixes great with lemon-lime soda, or in cocktails such as Malibu Passion Tea and Malibu Passion Peach.

Rum On The Rise Rum was responsible for 26 percent of the volume growth for all spirits in the past year, with flavored rums fueling 38 percent of sales growth in the rum category. The Malibu trademark is outpacing the category, contributing 57 percent of the categorys growth (Source: AC Nielson.) Recently named an Established Growth Brand by industry authority, Adams Beverage Group, the Malibu trademark was recognised for its large and steady growth over the past four years when Allied Domecq acquired the brand.

The addition of Malibu Pineapple and Malibu Mango to the trademark last May marked one of the most successful new product launches in the last 10 years for Allied Domecq, outselling our competition by more than 30 percent, commented Simon Hunt, Executive Vice President, Marketing, Allied Domecq Spirits, North America. The arrival of Malibu Passion Fruit establishes the Malibu trademark as the strongest line of flavoured rums available in the world.

Allied Domecq Spirits, North America continues to deliver new and innovative products and marketing programs that increase consumer demand - working to establish competitive prices and identifying opportunities with distributors and retailers, all in line with the vision of becoming the industrys First Choice Supplier.

 
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