Malibu, the Caribbean rum brand well-known for its creative collaborations with artists and musicians, is going to unveil new festive blends in a few weeks. The introduction of the unique cocktails range, based on the iconic alcohol drink, stands to become one of the hugest and most notable launches of the holiday season since the brand is teaming up with English singer-songwriter and dancer Alesha Dixon and is encouraging its fans to join the celebration—all to make the presentation really huge.
Malibu has kicked off a competition on its Facebook fan page, where it invites every UK citizen of legal drinking age who loves good music and exclusive cocktail parties to enter the sweepstakes for a chance to win one VIP prize or 200 runners-up gift packages. The grand one includes an invitation for the winner and 3 friends to an exclusive “ultimate girls’ night out” to be hosted by Alesha Dixon at Studio Valbonne, one of the hottest night clubs in Central London, on November 12, where they will also meet with Alesha before the gig to have a hair and make-up session and drinking one or two Malibu cocktails with the celebrity. The two hundred runners-up will receive pairs of tickets to the same gig, plus 2 free drinks for each person. The submission period runs through November 3, with the winners to be selected and notified the next day.
The new range of cocktails, which will be available later this month, is mirroring the excitement of the upcoming Christmas season and is paying tribute to the unfettered nature of the Caribbean drink. The new blends, which embody the festive spirit, are Caribbean Lights, Hot Winter Punch, Vanilla Ice and Ginger Snaps.
«Teaming up with Alesha Dixon will speak directly to our core target audience of 22 to 25-year-old females. This campaign will help reinforce our message that Malibu is instrumental in ‘setting the stage’ for a fun night out—whether that’s having a drink while getting ready at a friend’s house, or sampling a cocktail in a local bar or pub before moving on to a club,» commented Patrick Venning, head of marketing for Malibu at Pernod Ricard UK.