Malibu® Black “Sube el Volumen” in Houston

Malibu® Black “Sube el Volumen” in Houston

New 70 Proof Malibu Black Encourages Latinos to "Crank it Up"


YORK, Aug. 15, 2011 /PRNewswire-HISPANIC PR WIRE/ — Malibu®, the number one
selling Caribbean Rum with coconut liqueur, enters the popular full-proof spirit
segment with the launch of new Malibu Black, a 70 proof spirit with the perfect
hint of Malibu’s signature coconut flavor.  To celebrate this launch, Malibu
Black is kicking-off with the “Sube el Volumen” experience that features special
events for Latino Houstonians at local bars and clubs, as well as radio remotes
and promotions — all culminating with a Dia de los Muertos celebration on
October 28. “Sube el Volumen” hopes to reach Latinos 21 years of age and older
who are seeking to amplify their fun with an island state of mind.  

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“New Malibu Black
combines smooth coconut flavor, with higher proof and less sweetness, for a
bolder taste.  It’s for the consumer looking to take their social experience to
the next level whether it’s on the beach, at the bar, on the dance floor, or
with friends at any occasion,” says Sheila Senhouse, Brand Manager, Malibu Rum.
“Our consumers have been asking for a higher proof Malibu, and now with the 70
Proof, Malibu Black delivers.”

With “Sube el Volumen”
taking place in Houston through October, the new Malibu Black will partner with
the hottest clubs, bars and DJ’s to engage Latinos who are looking to amp up
their special gatherings.  At these “Sube el Volumen” events, Malibu Black
Ambassadors will offer free sampling, drink specials, and premium give-aways.
 Live radio promotions will also help Latino consumers get into the island state
of mind and celebrate the summer’s festivities, Hispanic Heritage Month, and “Dia
de los Muertos.”

With its darker color,
lighter coconut flavor, and 70 proof label, Malibu Black is the perfect way to
bring in the night.  Mix it with cola, drink it straight up, or make your own
cocktail for a taste of the Caribbean. Following are some unique Malibu recipes
to try:



Malibu® Black Light

1-1/2 parts Malibu® Black

3 parts pineapple juice

Splash of fresh lime juice

Top with Soda

Serve over ice in a tall glass


Malibu® Black Storm

1 part Malibu® Black

2 parts cola

Serve over ice win a tall glass

Garnish with a lime



Malibu® Black and Lime

1 part Malibu® Black

Splash of lime

Serve in a shot glass






Malibu Black will be
available in 50 ml, 750 ml, 1L and 1.75L sizes. The 750 ml will retail for a
suggested price of $15.99.

To continue the party,
feel the power on Radio Maliboom Boom @  

About Malibu

Malibu is the original
Caribbean rum with coconut liqueur and the world’s favorite, selling 3.7 million
cases each year in more than 150 countries.  With its beginnings on the island
of Barbados, Malibu is perfect for creating cool and refreshing cocktails to
help you “Get Your Island On®.”  The delicious and distinct flavor of Malibu has
been honored at several major international spirits competitions, including
silver at the 2007 San Francisco World Spirits Competition.  Malibu is operated
and marketed globally by The Absolut Company, a unit of Pernod Ricard.

About Pernod Ricard

Pernod Ricard USA is the
premium spirits and wine company in the U.S., and the largest subsidiary of
Paris, France-based Pernod Ricard SA. In July 2008, Pernod Ricard completed the
acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group.

In addition to ABSOLUT®,
Pernod Ricard USA’s leading brands include such prestigious spirits as The
Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson®
Irish Whiskey, Seagram’s Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell®
Cognac, Malibu®, Kahlua® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®;
such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite
champagnes and sparkling wines as Perrier Jouet® Champagne, G.H. Mumm™ Champagne
and Mumm Napa® sparkling wines.  

The company is based in
Purchase, New York, and has roughly 1,000 employees across the country.  

Pernod Ricard USA urges
all adults to consume its products responsibly and has an active campaign to
promote responsible drinking. For more information on this, please visit:



Malibu® Black “Sube el Volumen” in Houston