Malibu’s Summer Promotions Heat Up

Rum category sales peak in the summer season, something that’s especially true for a brand like Malibu with its lineup of flavored rums. The majority of the brand’s promotions and activations occur during the summer, and this year those are centered around the “101 Days of Because Summer” campaign.

I recently spoke to Malibu Brand Director, Daniel Clarke, about that campaign and the overall state of the rum category.

Beverage Wholesaler: What do you have on tap for the rest of the summer?

Daniel Clarke: Fans can once again celebrate at the Malibu Rum Beach HOuse at eight music festivals nationwide. The beach house is a custom-built pop-up that features a large viewing space and patio, along with cocktails and exclusive brand experiences. Our Snapchat code will be accessible at the beach house all summer, and whenever a consumer scans the code they’ll uncover exclusive content. Festival-goers can also join the fun with our signature geo-filters at the upcoming Route 91 Festival. In the next few weeks, we’ll be offering a sweepstakes for fans to enter a chance to win two VIP tickets to the festival. And next month, we’ll release a Black Moon filter on Snapchat to celebrate the solar eclipse, so fans can enjoy sunset cocktails twice in one day.

BW: What other on- and off-premise activations do you have planned for the rest of the year?

DC: