An exciting new flavor from Malibu
In recent research Banana was mentioned by some bartenders as a possible flavor idea because it seemed to fit well with the existing Malibu line and was consistent with drink ingredients that they were already serving. Malibu Rum tropical banana is distilled with care using fine Caribbean light rum and the refreshing flavor of Tropical banana.
Tropical Banana had the strongest purchase intent of all concepts researched:
45% of past year Malibu users claimed they intended to purchase Malibu Tropical Banana off premise. 50% claimed they would purchase brand on-premise
On a uniqueness scale of 1-5, consumers rated Tropical Banana 3.7, driving their purchase intent.