Published On 11/02/2016

Malibu beer: a taste of things to come?

Innovation

Pernod Ricard Netherlands

malibu-amsterdam-beerThe launch of summer 2015 was neither a cocktail nor a new malt-based beverage. It was a beer! The summer brew capitalized on the strong appeal of Malibu and the buoyancy of the beer market in general, with a small production run (10,000 litres) tested exclusively in about 40 supermarkets throughout the Netherlands. Malibu Beer is also the first beer allied with an established brand of spirits.

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