Adults can expect to taste the famous Caribbean rum brand as a Malibu flavored ice cream – what’s not to love?
Ice Pralines infused with Malibu rum have initially launched in Belgium and Germany. However, the partnership will also cover the UK and Netherlands.
Aspire brokered the high-profile deal between Malibu’s owner, Absolut Company, and adult ice cream pioneer, LiQ. It marks Malibu’s first entrance into the ice cream category.
LiQ’s new Malibu Ice Pralines has that iconic Malibu taste. Expect big hits of coconut and the punch of easy-going rum.
Customers can find the product at retailers like Okay, Jumbo, (S)Match, and Intermarché in Belgium; and Kaufland, Tegut, and a selection of REWE Süd stores in Germany. The product packaging is made from recycled material and costs under five euros.
Victoria Whellans, Commercial Director at ASPIRE, asserted the value of the proposition in a press release.
“This cool new partnership with LiQ excitingly extends Malibu into the ice cream space for the very first time, and will offer consumers an innovative way to experience the iconic flavours of Malibu,” she said.
“This deal is the perfect example of the type of tailored and aspirational licensing collaborations we’re forging to drive long-term growth and brand engagement for our partners.”