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Malibu gets bottle and RTD face-lift

Malibu has received a refreshed look across its portfolio, including a new bottle design and ready-to-drink (RTD) cans.

Through the evolution of its much-loved design and logo, Pernod Ricard, the owner of Malibu, claims that it is seeking to maintain strong brand equity and relevance with millennials and aiming to reinforce its quest to become a global icon of summer.

The new Malibu bottle introduces an updated contemporary logo. The Malibu logo has a new bigger and bolder look with lifted palm leaves, sunset colors and a revised horizon. The re-design also sees the introduction of recommended serve images on the back of pack, a first for Malibu. 

Elsa Rafen, senior global brand manager and lead of the re-design project says: "The purpose of the new re-design is to strengthen Malibu’s position as the number one flavoured spirit brand even further and to make sure that we stay relevant and top of mind amongst a future generation of consumers – including a more contemporary look and feel, better visibility in e-commerce and future proofing of our bottle design for growing use of image recognition technology in digital”.

Pernod Ricard claims that the Malibu RTD range is the most successful in its portfolio. To boost the sales of this product further, the new Malibu RTD cans boast an eye-catching design, with Malibu palm leaves featured to reflect the essence of the brand’s summer inspired personality. In addition to new artwork, the re-designed RTD cans will integrate modern printing techniques that combine glossy and matte finishes. 

Behind the new design of the iconic Malibu bottle is Stockholm-based design agency Brand Union. Dag Forsberg, lead designer on the project, points to the close collaboration with Malibu as one of the key drivers in the project: “Together we considered every single aspect of the design, optimizing the Malibu brand core assets and approaching the overall design with a mindset relevant to the target group. Ultimately resulting in a fresh, contemporary, bold and confident design that allows a spontaneous and joyful personality to shine through”.

The new versions of the re-designed Malibu bottles and RTD cans can be found in-store now. 

26 June 2019 - Sam Coyne The Drinks Report, editor