Purchase, NY-based Pernod Ricard USA has improved upon the functionality of its stand-up pouch format for premixed Malibu Rum Cocktails, with the introduction last summer of two new varieties: Caribbean Cosmo Light and Melon Margarita. Malibu says it was the first brand to market ready-to-serve cocktails in a stand-up pouch, when it launched the first four flavors of the line in 2010.
“Understanding the insight that consumers are looking for convenience, we used the pouch, as it is easy to carry and easy to pour, and it keeps the liquid cool when stored in a refrigerator or cool box,” says Malibu brand director Lisa McCann. “The material also keeps the freshness of the liquid, and finally, our pouches are more environmentally friendly than the standard glass or PET package.” McCann adds that the pouch offers an 85% smaller footprint than glass and can be recycled.
The 1.75-mL pouch design, which holds 10 6-oz servings, uses a proprietary multilayer film lamination and employs a leak-proof dispensing nozzle, sourced from an unnamed supplier. The newest iteration of the pouch has been updated with increased finger grips in the neck to make it easier to carry and a modified design that reduces the potential for leakage and ensures maximum consumer satisfaction, McCann explains.
