Malibu Rum

Malibu Rum Traffic Jam

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Malibu Rum is a rum made in Barbados with natural coconut extract. The alcohol content

by volume is 21.0% (42 proof). The brand is owned by Pernod Ricard.

History

The product was originally made from fruit spirits, flavored with rum and coconut flavoring

in Curaçao. Originally, the product was used to simplify the making of Piña Coladas by

bartenders. When the product took off production was then moved to Barbados where the

rum is made by West Indies Rum Distillery Ltd., and the quality of the ingredients used

were improved. The brand was sold by Diageo to Allied Domecq for £560m ($800m) in 2002

Advertising campaigns label it "Seriously Easy Going" and usually features people from the

Caribbean taking life seriously, in a parody of the stress associated with the Western urban

lifestyle, with a voiceover at the end saying "If people in the Caribbean took life as seriously

as this, they would never have invented Malibu. It's seriously easy going." The marketing

thrust of Malibu Rum has also strongly focused on marketing Malibu Rum's online streaming

audio station known as RadioMaliBoomBoom.com.

The first variation of the rum was Malibu Lime which was only sold in Jamaica and night clubs

in France. Despite having some success in Jamaica, it did not take off in France and was

discontinued in July 2003. Currently on the market there are

variations on the original flavour, such as Malibu Mango Rum, Malibu Passion Fruit Rum,

Malibu Pineapple Rum, Malibu Tropical Banana Rum and recently

Malibu Island Melon Rum. Malibu and its variations can be drunk neat, on the rocks, with

milk, or more commonly, with a fruit-based mixer or a carbonated soft drink such as Coca Cola

or Pub Squash, in which case the drink is renamed Jamaican Lemonade. Malibu Coconut is

mixed with pineapple juice and Bacardi 151 to make a Caribou Lou. A Surfer on Acid is made

using equal parts of Jägermeister, Malibu Rum, and pineapple juice.

Although the bottle for the coconut-flavored rum is opaque white, the drink is colourless and

slightly more viscous than regular rum.

History and production

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