1. NEW PRODUCT LAUNCH MALIBU COCKTAILS
February 2010

2. Target Consumer: Social Dynamos+
Key Demos
40/60 Male/ Female
21 – 40 YO
Median Personal/HHI: $60K
College Educated
Heavy users of all media types
Ethnically Diverse
Values
Life is about enjoying yourself
Like to try new products
Value friends and fun
They appreciate quality
Interested in what’s new and trendy
Source: MRI/CCS Carat Data; PRUSA Consumer Segmentation

3. Why Malibu Cocktails? Why the Pouch?
Malibu Cocktails leverages the SSOM strategy by offering consumers more convenient ways to consume Malibu during key outdoor/summer activities
Opportunity to steal share in a category that’s a perfect fit for Malibu
Diageo dominates the category; 53% share with 5 key brands – Smirnoff Cocktails, JC Authentics/Golden Margaritas, TGIF, Club Cocktails
Prepared Cocktails represents nearly $70mm in Nielsen volume sales
Why the Pouch?
Innovative new packaging for pre-mixed cocktails
Perfect for refrigerator/cooler
Ideal for on-the-go occasions
BBQ/Picnic
Boat
Beach/Pool
Camping/fishing

4. Consumers are Excited about Malibu Cocktails in the Pouch
A natural extension of Malibu
Differentiated from other cocktails currently available
Source: Malibu Pre-mixed Cocktail Research

5. Introducing Malibu Cocktails
A line of quality, pre-made Caribbean cocktails that taste just like the favorite island drinks you order when you’re on a tropical vacation. Perfect for any occasion, whether you’re having a get-together, BBQ, or simply on-the-go. Just pour over ice for a perfectly mixed cocktail every time.
Available in three flavors:
Caribbean Cosmo
Rum Punch
Tropical Mojito
Tropical Seabreeze *Not shown
Price: Parity to Smirnoff Cocktails
$19.99 (1.75 L)
30 Proof (15% alc/vol)

6. Launch Detail: Package Design
Innovative, unique design with shelf stand-out and premium cues
New Malibu Cocktails logo. Incorporates Malibu “white” of master brand
Soft plastic pouch with leak proof dispenser nozzle
Reduced environmental impact. 85% reduced carbon footprint compared to glass
Quick chilling time and stays fresh once opened
Refreshing graphics increase taste appeal.
(non see-through plastic material)
# of drinks equivalency on front of package

7. Launch Detail: PR & Social Media
Building the Buzz
Build awareness and consumer interest through Facebook interaction
- Details TBD
Trade & Consumer Press Announcement through key media outlets
Details TBD

8. Cocktails Product Description
Rum Punch
Blend of Malibu Coconut, pineapple, banana, passion fruit, and mango flavors
Caribbean Cosmo
Blend of Malibu Coconut, lime, orange and cranberry flavors
Tropical Mojito
Blend of Malibu Coconut,
mango, mint, and kaffir lime flavors
Tropical Seabreeze *Not shown
Malibu Coconut, Cranberry,
Pineapple and Grapefruit

9. Malibu Cocktails: Top Five Things to Know
Malibu Cocktails is a new product line of pre-mixed cocktails from Malibu
Three flavors:
Rum Punch* - lead cocktail
Caribbean Cosmo
Tropical Mojito
Malibu Cocktails offer consumers convenience for on-the-go occasions
Pouch format is ideal for:
BBQ/Picnic
Boat
Beach
Camping/fishing
Malibu Cocktails are only offered in the uniquely designed, environment friendly 1.75L plastic pouch. (Currently no other spirits in pouch format in market)
Malibu Cocktails (30 proof) contain Malibu Coconut along with other flavors
(same proof as Smirnoff Flavors)
100% off-premise distribution with primary focus on building presence and awareness via permanent displays