Mahiki, London nightclub brand known in the 1990s and 2000s for its celebrity clientele, has undergone a redirection under new leadership. Instead of venues, the brand will focus on Mahiki-branded drinks and pop-ups. 

 

The drinks are designed for the on- and off-trade, and the portfolio so far includes a white spiced rum and a liqueur. Mahiki White Spiced Rum (38% ABV) is a “premium lo-calorie” spirit, and Mahiki Pineapple and Coconut Liqueur (28% ABV) is made using Caribbean rum. 

 

Mahiki plans to develop sipping rums in the next 12 months, with future goals to move into other spirits and soft drinks. 

 

In the on-trade, Mahiki is developing plans to bring its drinks to sporting events such as the British Grand Prix through Mahiki-branded pop-ups.

 

Mahiki Group CEO Keith Goddard said: “It’s time to bring back the fun, the colour and vibrancy to the category — we are evolving Mahiki 2.0 as a fully fledged experiences business.

 

“Our immediate goals are to rekindle the positive feeling and goodwill that exists towards the Mahiki brand across the UK bar trade and start to build meaningful collaborations and partnerships with social and hospitality events, sports, venues and bar teams and mixologists. Our longer-term goals are to drive the brand internationally.”