Issue link: http://digital.copcomm.com/i/687399
122 / the tasting panel / june 2016 CATEGORY REPORT When Malibu Rum comes to mind, or a customer's lips, a bar owner or bartender can't help but think of summer. From the original Malibu Coconut's bottle to Malibu's full portfolio of flavors, promoting a sum- mertime cocktail menu can literally be a day at the beach if you have the right gear, according to Jennifer Gordon, Brand Director of Malibu Rum. The right gear Gordon refers to is the vibrant logoed beach bucket that's coming back to bars across America in the 2016 edition of the Malibu Bucket program. While the program, launched in 2012, will retain elements that have made it a success in off- and on-premise accounts in the past, she notes new things have been added to it that make the cocktail experience a little more comprehensive while retaining its young and carefree identity. "This summer, we've added more accounts, stepped up our advertising efforts, updated our point-of-sale displays for on- and off-premise and added more sampling sessions overall," says Gordon. "The general reaction to the Malibu Bucket THE TOP OF THE "Bucket" List MALIBU UP-SIZES SUMMER FUN AND PROFITABILITY BY MELDING SHARABLE COCKTAILS, SOCIAL MEDIA AND A COOL CRAFT-COCKTAIL BREEZE by Elyse Glickman