On October 13th, it was reported that Malibu, a subsidiary of Pernod Ricard, launched Malibu Punch (juice cocktail), a new ready to drink eoe canned cocktail series. The liquor brand hopes to seize the opportunity of the growth of the high alcohol content, flavor driven beverage market.
This series of products includes three flavors - watermelon panqu wine, peach tea panqu wine, and coconut forest fragrance panqu wine, with 237 milliliters per can and an alcohol content of 10%. The recommended retail price for the product is £ 3.50 per can, and it will be sold in grocery stores, convenience stores, and wholesale channels in the UK starting from October 8, 2026.
This announcement marks the latest investment by Malibu Winery, a subsidiary of Pernod Ricard, in the ready to drink category, targeting adult consumers seeking convenient cocktail options in social settings.
According to the company, sales of ready to drink beverages in the UK increased by 28% year-on-year, with high alcohol content products being the main factor driving growth in this category. Two products under Malibu have entered the top 20 sales of ready to drink canned beverages in the UK, and its "Pi ñ a Colada" is one of the largest ready to drink cocktail products in the UK by sales.
The new series of products combines familiar tropical flavors with fruit flavors.
Watermelon Panqu liquor mainly features the flavor of sparkling watermelon, and cleverly blends the citrus aroma of lemon and lime; Peach tea and Pan Qu liquor perfectly combine peach with a faint aroma of black tea; Coconut Grove Fragrance Pan Qu Wine is inspired by the classic cocktail flavor of Malibu, blending rich coconut aroma with the sweetness of caramel pineapple.
These products are designed for various occasions, including pre dinner drinks, family gatherings, holiday celebrations, and impromptu social gatherings, expanding the brand's existing canned cocktail product line.
Liam Murphy, Marketing Director of Pernod Ricard UK, said, "Malibu is already a ready to drink super brand in the UK, and it helped establish this category more than a decade ago. We have a responsibility to constantly innovate to meet changing consumer trends
Murphy added, "Malibu Punch is a strong liquor with an alcohol content of up to 10%, designed for pre dinner drinks, parties, and impromptu gatherings. With three unique flavors and strong market investment, we believe Malibu Punch can attract a new generation of adult consumers, consolidate Malibu's unique brand image, and bring more vitality and value to the rapidly growing ready to drink category
The UK is the main market for Malibu Punch, with plans to launch it in the US and Canada later.
This new product launch will be promoted through Malibu's broader "Do Whatever Taste Good" campaign platform, aimed at increasing visibility, encouraging experimentation, and attracting new adult consumers.
As part of this promotional campaign, the brand plans to hold a series of party events this fall, during which the internet celebrity duo Georgia Wood and Maddie Grace Jepson will debut alongside Malibu Panther to surprise consumers at designated events. Brand promotion vehicles will be equipped at the event site, and product tasting and peripheral products will be provided.
Since becoming a brand under the Pernod Ricard Group in 2005, Malibu Winery has sold over 3.9 million boxes (9 liters per box) annually in 155 markets worldwide. According to the company, its existing ready to drink cocktail series sells over 1 million boxes annually.
With Malibu Panqu liquor, the company aims to consolidate its position in the expanding ready to drink beverage market by combining higher alcohol content formulas with easily accessible, fruit based flavors and convenient packaging.
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