Malibu, the well-known rum which sees taste innovation, beach partying culture and creative collaborations as essence of its brand style, is about to launch a new product Malibu Red slated to arrive in the U.S. stores in March 2012. To promote the new addition to its portfolio, the iconic rum blended with tequila, Malibu has teamed up with popular R&B singer and songwriter, film and television actor, Ne-Yo. So far, the brand doesn’t unveil much detail on the creative collaboration, but the press release discloses that “the story of Malibu Red will unfold through exclusive music, performances, video and digital conversations.”

In an ongoing demonstration of its commitment to the 10 generation-strong company and family motto—ancestry, prestige and tradition—Jose Cuervo unveiled the 2011 edition of Reserva de la Familia. The 16th installment of the limited-edition handcrafted wooden box collection is adorned with the artistic styling of celebrated tattoo artist Jerónimo López Ramírez, known in the tattoo community as ‘Dr. Lakra.’

Beam Global’s Hornitos Premium Tequila is giving up-and-coming bands a chance at stardom via the new Hornitos Tequila Mariachi Mash Up competition with official media partner Billboard Magazine. Whether it’s rock, hip-hop or classical, the national contest challenges musical acts of all types to create their own mariachi-inspired mash up in celebration of the official kick-off to tequila season.