Malibu Rum
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Malibu Rum is a rum made in Barbados with natural coconut extract. The alcohol content by volume is 21.0% (42 proof). The brand is owned by Allied Domecq.[1]
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[edit] History
It was first blended and bottled in the 1980s.[2] The product was originally made from neutral spirit flavored with rum and coconut flavoring in Curaçao. When first produced the product was used to simplify the making of Piña Coladas by bartenders. When the product took off production was moved to Barbados and the quality of the ingredients used in it was improved. The brand was sold by Diageo to Allied Domecq for £560m ($800m) in 2002.[3]
[edit] Marketing
Advertising campaigns label it "Seriously Easy Going" and usually features people from the Caribbean taking life seriously, in a parody of the stress associated with the Western urban lifestyle, with a voiceover at the end saying "If people in the Caribbean took life as seriously as this, they would never have invented Malibu. It's seriously easy going."
[edit] Variations
The first variation of the rum was Malibu Lime which was only sold in Barbados and night clubs in France. Despite having some success in Barbados, it did not take off in France and was discontinued in July 2003. Currently on the market there are variations on the original flavour, such as Malibu Mango Rum, Malibu Passion Fruit Rum, Malibu Pineapple Rum and Malibu Tropical Banana Rum. Malibu and its variations can be drunk neat, on the rocks, or more commonly, with a fruit-based mixer or a carbonated soft drink such as Coca Cola or Pub Squash, in which case the drink is renamed Jamaican Lemonade.
Although the bottle for the coconut-flavored rum is opaque white, the drink is colourless and slightly more viscous than regular rum.
Pernod Ricard has just purchased V&S Absolut which is the owner of Cruzan Rum and the Virgin Islands Rum Industries Limited plant on St. Croix, United States virgin Islands. V.I.R.I.L. is also one of the largest producers of bulk rums sold to the United States. With the Virgin Islands having no import duties on rum made in the U.S.V.I. Pernod Ricard may relocate production of Malibu Rum sold to the United States to V.I.R.I.L.
