Profile:Number One Flavored Rum in the World
Objective:Introduce & Extend the Malibu Brand's Lifestyle DNA into Licensing

Malibu is the world’s #1 flavored rum brand - and the fastest growing one in the US. The Malibu brand is driven by lifestyle and positive attitude. Malibu has always been synonymous with summer but now aspires to become an even greater part of the summer experience. Malibu’s lifestyle experience products will extend the brand with summer fun apparel and gear designed for good times with friends. This is the first time the brand has been available as a license. 


  • Malibu is the world’s fastest growing flavored rum
  • Malibu has always been synonymous with summer, now striving to become an even greater part of the summer experience for their target audience Young Fun Starters, helping them have the time of their lives. 
  • Sharing this lifestyle and inspiring imagery with the beach town of Malibu, California also emphasizes the strong potential in positioning Malibu accordingly as a life style brand.
  • The Malibu brand vision is to become a global icon of Summer! Born from the ever-sunny Caribbean, Malibu is consequently serious about unleashing the spirit of summer. 
  • So join us as unleash the brands fun loving spirit in a collection of playful summer products to help spread the spirit of summer even further.


  • Carefree: Positive and optimistic; life is full of opportunities
  • Social: Making new friends, chilling at home, exciting times await.
  • Fun: Spontaneous, warm and happy
  • Playful: Active and colourful, turning good times into great times. 
  • A global brand already closely related to summer in terms of positioning
  • Malibu is universal and connects people all over the world
  • Experience driven brand and engaged audience


  • Over 25


  • Games
  • Apparel
  • Publishing
  • Promotion
  • Outdoor

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