Malibu® Black "Sube el Volumen" in Houston

Latin America - español

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

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Aug 15, 2011, 05:01 ET

NEW YORK, Aug. 15, 2011 /PRNewswire/ -- 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.

(Logo: http://photos.prnewswire.com/prnh/20110815/CL52217LOGO )

"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 @ facebook.com/malibublackrum.

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 USA

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: www.acceptresponsibility.org

SOURCE Malibu