Issue link: https://digital.copcomm.com/i/977771
40 / the tasting panel / may 2018 NEW RELEASES M alibu Rum has always evoked images of idyllic island life and tropical drinks, and the company has introduced a citrus zing to its coconut rum with its new Malibu Lime expression (SRP $14/750mL). Given that lime is the most popular fruit paired with rum, Malibu found the citrus to be the natural choice for its new flavor, which will be released just in time to inspire bartenders and consumers to whip up some inventive cocktails during the summer months. Following a production process similar to the original Malibu Rum, Malibu Lime features a blend of Caribbean rum and natural lime flavors. At 21% ABV, the rum is the newest addition to Malibu's flavor lineup, which already includes pineapple, mango, banana, and passionfruit. "Malibu Rum has seen great success over the years with our popular flavor offerings, and with the flavored rum category continuing to grow, the brand decided to add a new expression to the portfolio," says Malibu Rum's Brand Director USA Daniel R. Clarke. "Lime is a flavor that consumers know, understand, and often drink with rum, which is what led the brand to capitalize on this trend and add lime to the portfolio." By marketing its new expression to 21–29 year olds, Malibu aims to appeal to consum- ers who live for the moment and try new things. With a focus on both on- and off- premise accounts, the company has launched a national campaign with the tagline "Just in Lime for the Summer" and will also provide classic recipes incorporating Malibu Lime as well as branded bar products. With tiki drinks re-emerging on cocktail menus around the country and warm weather kicking into gear, Malibu Lime is ready to bring a refreshingly bold flavor to your bar this summer. similar to the original Malibu Rum, the newest addition to Malibu's "Malibu Rum has seen great success over the years with our with the flavored rum category decided to add a new expression Daniel R. Clarke. "Lime is a flavor that consumers know, understand, and often drink with rum, which is what led the brand to capitalize on this trend By marketing its new expression to 21–29 year olds, Malibu aims to appeal to consum- premise accounts, the company has launched a national campaign with the tagline "Just in Lime for the Summer" and will also provide classic recipes incorporating Malibu Lime as well as branded bar products. With tiki bring a refreshingly bold flavor to your bar A New Squeeze THE ICONIC CARIBBEAN RUM ADDS MALIBU LIME TO ITS PORTFOLIO by Izzy Watson Frozen Lime Daiquiri ◗ 2 oz. Malibu Lime ◗ 1 oz. lime juice ◗ 1 oz. simple syrup Blend with 1 cup ice, garnish with a lime wheel, and serve in hurricane glass. Malibu Lime Mojito ◗ 2 oz. Malibu Lime ◗ ¾ oz. fresh lime juice ◗ ½ oz. sugar ◗ 3 oz. soda water Lightly muddle mint leaves with sugar in a highball glass. Garnish with a mint sprig.