Issue link: https://digital.copcomm.com/i/832383
june 2017 / the tasting panel / 107 I t can be tempting to take the art of the drink too seri- ously in our ever-growing cocktail culture. The modern bartender can typically be found searching for and implementing obscure liqueurs or the newest, hottest craft spirit into what he or she hopes will be considered an innovative cocktail. Malibu Rum, with over 100 years of distilling history, aims to trade in the handlebar mustaches and drab color schemes of our dark mixology bars for color- ful bikinis, whimsical tunes and bright sunshine. Malibu is, however, very serious about one thing: summer. "Malibu Rum has a strong brand DNA that's all about summer," says Daniel Clarke, Brand Director USA, Malibu Rum. He continues, "It's amazing to work in a brand that's not just fun, but is all about fun." This summer, the fun continues as Malibu launches its third annual Malibu Rum Beach House alongside eight music festivals across the United States. The Malibu Rum Beach House is a fully constructed, branded beach house where festival goers can enjoy a Malibu cocktail and engage in interactive games, listen to the house DJ and enjoy free Wi-Fi. "We have a solid footprint all over the country, especially in the larger states with a stronger summer season. So, we asked, 'Where are the good music festivals?'" Clarke explains. The Beach House has already been featured in 2017 at the Tortuga Music Festival in Fort Lauderdale, Florida, and at Stagecoach in Indio, California. "This year, we're trying to make it as digital and social as we can with social sharing built in," explains Jilly Gray, Digital Activation Manager at Pernod Ricard USA. Gray has invited a team of "social influencers" to act as on-site Malibu reporters to live stream from the Beach House in an effort to generate interest amongst festival attendees. Malibu has partnered with Snapchat to offer users of the social media app an exclu- sive Snap Code that includes exciting Malibu filters to lay over their photos. In the areas surrounding each music festival there are local retail programs available in which locals can enter to win tickets to the Beach House. A photo booth, flash tattoo booth and a fresh coconut cocktail happy hour round out the offerings at the Malibu Rum Beach House. In conjunction with their branded Beach House, Malibu is also launching its "101 Days of #becausesummer" tagline. "The summer is when people feel the most free and happy, when they'll try new things," says Clarke. Both men and women in the 21 to 29 age range are Malibu's prime con- sumers, and it's been Clarke's aim—and that of his team—to bring together their target consumers' passion for music with Malibu Rum in order to help them experience the brand in a new, fun way. "We are the team that wants to provide the fun over the summer," he says. Kevin Denton, National Mixologist for Pernod Ricard USA, has created several featured cocktails for this year's 101 Days of #becausesummer. "Malibu cocktails should always be fun and easy to make," he says. His drinks are designed to match the summery vibe of the brand as a whole. "When creating drinks for the brand, I generally start from 'What sounds tasty when I'm hot and thirsty on the beach?'" he says of his inspiration. One such concoction, the "Island Buzz", combines Malibu with Altos Tequila, Averna, espresso, crème de cacao and coconut milk. Served in a coconut shell and garnished with coconut flakes, it's sure to keep any beach party going. Denton has also crafted a simple two-ingredient Malibu Daiquiri that's refreshing and tart. "My goal is that festival goers say, 'Yum! That's exactly what I wanted—simple and tasty!'" says Denton. The original coconut flavor continues to top the sales charts with Malibu Pineapple coming in as the second most popular choice in the Malibu Rum lineup. Of Malibu's continued innovation and growth, Clarke says, "We're passionate about summer. We're always looking how we can expand the summer experience for consumers." Denton adds to that, "It's always sunny with Malibu. I love the colors, the vibes. It's a brand that speaks to good times on the beach." Clarke agrees, "We hope our brand will always be synonymous with summer." —Matt Jackson PERNOD RICARD Jilly Gray, Digital Activation Manager at Pernod Ricard USA. Daniel Clarke, Brand Director USA for Malibu Rum.