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Malibu Packs More Punch as RTDs Move Into Higher-ABV Territory
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Canada and U.S.A. Spirit

Malibu Packs More Punch as RTDs Move Into Higher-ABV Territory

Leonardo Calcagno
Par Leonardo Calcagno
Malibu is raising the stakes in ready-to-drink cocktails. With a new 10% ABV range, the brand is moving beyond the traditional tropical, easy-drinking occasion and targeting consumers who want more alcohol, more flavour and more convenience in a single can.
The bigger commercial story is not the launch itself. It is what Malibu is trying to take away from the rest of the beverage aisle. As the RTD category matures, simply putting a recognizable spirits brand into a can is no...

 

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