Malibu owner Pernod Ricard has said it is “doubling down” on the fast-growing ready-to-drink (RTD) category with the launch of Malibu Punch, a new range of 10% ABV canned cocktails designed for a new generation of adult consumers.

The new range is available in Watermelon Punch, Peach Tea Punch and Piña Colada Punch and, according to the business, are created for higher-energy social occasions, from pre-drinks and house parties to festivals and spontaneous get-togethers.

UK RTDs grew 28% in value year-on-year and higher-ABV SKUs are driving this acceleration, reflecting increasing consumer demand for convenient, flavour-forward serves suited to a broader range of social occasions.

Malibu already holds a leading position in the UK RTD market, with two products among the country’s top 20 RTD cans and Malibu Piña Colada ranking among the UK’s largest cocktail RTDs by value.

According to the company, Watermelon Punch delivers a refreshing, sparkling blend of juicy watermelon flavour balanced with vibrant citrus notes of lemon and lime. Peach Tea Punch combines juicy peach flavours with subtle notes of delicate black tea for a refreshingly crisp finish, while Piña Colada Punch brings together smooth creamy coconut and juicy caramelised pineapple flavours for a bold take on Malibu’s iconic flavour profile.

Liam Murphy, marketing director, Pernod Ricard UK Ricard, commented: “Malibu is already a ready-to drink super brand in the UK having helped to establish the category more than a decade ago.

“The onus is on us to innovate and deliver against evolving consumer trends. Malibu Punch is a bold 10% ABV proposition created specifically for pre-drinks, parties and spontaneous get-togethers.

“With three distinctive flavours and significant investment behind the launch, we believe Malibu Punch can recruit a new generation of adult consumers, build on Malibu’s distinct credentials and bring further excitement and value to the fast-growing RTD category.”