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Under its coconut rum brand Malibu, Pernod Ricard has launched a new flavour variety, Malibu Strawberry, a 21% ABV liqueur. The newest beverage is made with the brand’s classic white rum, with a new “refreshing” strawberry twist. The spirit was developed to cater to the UK consumer, as Malibu states that strawberry is the UK’s number one cocktail flavour preference in the on-trade channel. The brand has also launched a sparkling addition to its RTD cocktail range, Malibu Strawberry Daiquiri. The new cocktail cans contain a blend of white rum, strawberry and lime, offering a convenient on-the-go serving of the latest flavour. Liam Murphy, brand director at Pernod Ricard UK, said: “Flavours have helped us recruit new shoppers into the brand as consumers continue to experiment with new flavour profiles…The launch of Malibu Strawberry will allow us to continue the flavour momentum.” He continued: “It’s the ultimate summer sipper – fruity, fun, and perfect for sharing with friends…We’re so excited to add this sweet and refreshing flavour innovation to our existing range.” The latest addition comes after Pernod Ricard launched a new Malibu peach flavour in February. Malibu Strawberry is available now in select UK retailers for an RRP of £17.19 per bottle. The RTD daiquiri cans are also available now in select retailers for an RRP of £2.40 per can. Further rollout is expected later this month.