Issue link: http://digital.copcomm.com/i/687399
june 2016 / the tasting panel / 123 promotion from our accounts when we asked them about imple- menting it this year was, 'Yes!' and 'More.' Therefore, the bucket is evolving this summer into one of the essential pieces of our overall marketing." Gordon details that while many of the on-premise accounts work and sell a lot of the shareable "bucket" drinks developed in house, they also enjoy developing and marketing their own special creations with the Malibu portfolio that they can rotate every week or month as they see fit. Furthermore, the colorful appearance of the bucket, especially when filled with a completed and garnished drink, carries a lot of "talk value" that keeps customers engaged. "We encourage accounts to submit their recipes to us for consid- eration in future campaigns," she says. "Our goal for 2016 is to get more buckets out there, while getting accounts to rotate both our recipes with whatever recipes they develop to keep their customers coming in to find out what's next. We want our accounts to not only be excited about our spirits, but also the different things they can create with them, and the ways they can get word-of-mouth going with their creations within and beyond their accounts." While Mark Wagner, owner of Wagner's Backyard, notes that this is his bar's first year participating in the program, he and his team are looking forward to using the buckets' brand equity to increase their bottom line, especially as Malibu Rum is one of the most popular spirits year-round at the Austin, TX, bar. "The expanded opportunities for us to bring in more profits and get creative with the recipes is what drew us into the program this year," says Wagner. "During the summer, we do a lot of business during the daytime hours, and Malibu cocktails are well-suited for daytime drinking, where people prefer things that are light and refreshing. As we just received the buckets, we're looking forward to seeing what happens when we're in full-blown summer with our volleyball courts and outdoor music in full swing. We're excited about this program because it completes the summer feel of what we're already trying to do at our bar." While the buckets promise to once again be a ball for many accounts and their customers, Gordon notes Malibu Black and Malibu Pineapple, which are getting increased support through the 2016 bucket program, are subtly but surely spreading the brand's appeal beyond the core 20s-30s customer demographic. "Malibu Black has a higher proof, providing customers a bolder cocktail experience," says Gordon. "We've enjoyed great success with Malibu Black since its launch on its own and as part of the Malibu Bucket program, where, for example, we mixed it with our original Malibu Coconut and a number of fresh fruit juices. As the original Malibu with pineapple has long been a popular cocktail, the existence of Malibu Pineapple extends the possibilities of that offering, from mixing it with club soda, to mixing it with other juices like orange juice . . . or even more pineapple juice!"