Issue link: http://digital.copcomm.com/i/253609
february 2014 / the tasting panel / 41 Spiced rum accounts for nine million cases of the rum category, six million of which are tied to one dominating brand. "Half of those who drink spiced rum are women," declares Hayes, "and no one's talking to them." Malibu has entered the category with Island Spiced, which offers light spices, smoked vanilla and cinnamon, sweetened with zero-calorie sweetener Truvia. "There is a low-calorie and it mindset message in this product," which is marketed to be mixed with diet cola, sparkling water and coconut water. To that end, Malibu tapped actress and stylist Lauren Conrad to promote the lavor, and is also exploring its usage in culinary applications and seasonal sips like hot buttered rums and toddys. While Malibu's classic lavored versions—especially Pineapple and Mango—also continue to be big sellers, new confection-inspired versions Sundae (coconut and choco- late) and Swirl (strawberries and whipped cream) "extend the Malibu experience to dessert," notes Hayes, who says they can be simply mixed, poured over ice cream or made into shaved ice or snow cones. An upcoming creamy citrus lavor, Malibu Orange Float, will blend orange and vanilla in a nod to nostalgia. Malibu Rum may be reminiscent of swaying palm trees, pink sand and island breezes, and memories of beach vaca- tions keep many guests coming back for more, but Hayes says the company is tweaking its perception as something to be enjoyed during active, rather than passive, pursuits. So while former marketing campaigns focused on relaxing while listening to reggae, for example, these days they are more about promoting hosting lively dance parties with high-energy music. To that end, Hayes touts the 200-m.l cans as the chance to "have a Malibu occasion wherever you are." Not a malt- or wine-based beverage, the pre-mixed beverages come in Cola, Cranberry, Pineapple and the upcoming Fizzy Pink Lemonade. And the brand keeps innovating, soon launching Malibu Rum Sparklers combining the classic Caribbean rum with a splash of coconut water and sparkling carbonation. These will be available in Coconut and Peach lavors and come in festive 750-ml. sparkling wine bottles. Hayes is not one to market behind a desk, and relishes the chance to observe and engage with customers, who tend to sip the product at one of the three B's: beach, boat or backyard barbeque. But, he says, "the places Malibu can go are only limited by our imagination, and we have ambitious plans for Malibu's continued growth!" Making Waves: Malibu Rum On-Premise at Wave House At Wave House, a popular entertainment venue at historic Belmont Park in San Diego, Malibu Rum is a common call from guests, and its in well with the casual beach vibe. "In a beach bar environment, obviously fun, fruity, tropical cocktails are always popular," notes Ray Means, Lead Operations Manager for Cannonball, Wave House's sushi restaurant and bar, which has San Diego's largest beachfront rooftop. The Mai Tai One On is the number-one selling cocktail in the four restaurants and multiple bars at the Mission Beach entertain- ment complex, which also boasts live music and FlowRider and FlowBarrel wave machines. Wave House's Mai Tai riff, prepared for our photo shoot by bartender Bryan Firmin, mixes Malibu Island Spiced Rum with triple sec, orange, pineapple and lime juices; a loat of Malibu Black gives an added kick and piques visitors' inter- est in that product, Means says, especially when they ask for the cocktail recipe. —K. A. M. www.wavehousesandiego.com Bartender Byran Firmin has worked at Wave House for seven years. The Wave House Mai Tai, made with Malibu Rum, is the surfside venue's number-one cocktail.