Malibu Kick Starts Summer with Partnerships and Exclusive Fan Experiences

Malibu, the rum with coconut liqueur, has officially kicked off summer and will provided fans with new and exclusive experiences to help them fully embrace their summer selves. Malibu will give consumers the opportunity to experience spontaneous summer moments with the return of the Malibu Rum Beach House at select music festivals, featuring exclusive performances with top music artists Matt and Kim, St. Lucia and Jana Kramer, as well as appearances by dynamic social influencers and engaging digital partnerships that only a Malibu-inspired summer can offer. 

Debuting this summer, Malibu’s new global campaign “Because Summer” embodies the concept that anything is possible in the summertime and encourages consumers to be spontaneous, carefree and flow with the summer fun. On May 16, the brand’s new television commercial aired nationwide showing viewers how to lean into those Because Summer moments that prioritize fun and offer a little bit of the unexpected.

“In true Malibu spirit, we are offering our consumers even more engaging summer experiences this season and partnering with top talent and influencer partners who embody the essence of the brand,” says Brian Mequet, vice president, Rum and Liqueurs at Pernod Ricard USA. “The pop-up Beach Houses continue to provide Malibu great opportunities to engage with our fans in unique and once-in-a-lifetime ways.  As one of the most iconic brands of summer, Malibu is committed to bringing Because Summer moments to life for our fans like only we can.”

Malibu will once again pop-up the custom Beach House at eight select music festivals across the nation to give fans and festivalgoers unforgettable experiences all summer-long. The Beach House is a custom-built pop-up that looks and feels like an actual house with large viewing space and patio, cocktails, and exclusive brand experiences. This year, the Beach House will feature a palm tree aerial selfie station and a VIP booth directly facing the main stage for even better viewing pleasure.  

The Malibu Rum Beach House debuted this summer at Tortuga Festival in Fort Lauderdale, Fla., and Hangout Fest in Gulf Shores, Ala. Consumers can follow along and experience the Malibu Rum Beach House at six additional festivals in select markets. Stop by the Malibu Rum Beach House to join the fun at Houston Free Press Fest, Firefly Music Festival, Faster Horses Festival, Country Thunder WI Festival, FYF Festival and Route 91 Harvest Festival.

To keep summer fun flowing all season long, Malibu will engage directly with consumers on social channels tied to the festival circuit and key summer moments. Malibu was the first alcohol beverage brand to execute a geo-filter (for those 21-plus years old) on Snapchat during a live event that is specific only to the Malibu Rum Beach House at the respective music festivals. In addition, Malibu is the first alcohol beverage brand to execute a lens (21-plus) which launched on Memorial Day; the brand will once again sponsor a national lens (21-plus) for National Piña Colada Day on July 10.

Additionally, Malibu is investing in key digital partnerships that will resonate heavily with the brand’s fans. Pulling through the brand’s ties to music, Malibu will be the first-liquor company to launch a Pandora multi-mix tape which is customized based on the festival line ups and customer preference. Currently, Malibu’s existing station is one of the largest branded stations across all of Pandora.