Global: Malibu revives Rum Beach House experience

Malibu, the rum with coconut liqueur, is hosting a 'beach house' activation at select music festivals across the US, to get fans and festival goers in the mood for summer.

Malibu Rum Beach House: getting consumers in the mood for summer
Malibu Rum Beach House: getting consumers in the mood for summer

The Beach House is a custom-built pop-up that looks and feels like an actual house with a 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 viewing performances. There will also be exclusive sets with top music artists Matt and Kim, St. Lucia and Jana Kramer.

The activity is part of Malibu's new global campaign, 'Because Summer', which launched last month and which embodies the concept that anything is possible in the summertime, with the aim of encouraging consumers to be spontaneous and carefree.

Brian Mequet, vice president, rum and liqueurs, Pernod Ricard USA said: "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. The pop-up beach houses continue to provide Malibu great opportunities to engage with our fans in unique and once-in-a-lifetime ways."

The Malibu Rum Beach House debuted this summer at Tortuga Festival in Fort Lauderdale, Florida and Hangout Fest in Gulf Shores and Houston Free Press Fest. It will also be at the Firefly Music Festival in mid-June, the Faster Horses Festival and the Country Thunder WI Festival, both in July and the FYF Festival and the Route 91 Harvest Festival, taking place at the end of September.

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