ASPIRE serves up Malibu ice cream deal

ASPIRE – the dedicated corporate and lifestyle division of WildBrain CPLG – has secured a collaboration for The Absolut Company’s spirit brand, Malibu, with adult ice-cream company, LiQ.

The Malibu-flavoured ‘Ice Pralines’ will launch from April in Belgium and Germany, with the partnership also covering the UK and Netherlands. The deal was brokered by ASPIRE on behalf of The Absolut Company, and marks Malibu’s first entrance into the ice cream category.

The LiQ x Malibu Ice Pralines contain ice cream infused with Malibu’s iconic taste of coconut and rum. The product will initially be available at retailers including Okay, Jumbo, (S)Match and Intermarché in Belgium, and Kaufland, Tegut and a selection of REWE Süd stores in Germany.

“This cool new partnership with LiQ excitingly extends Malibu into the ice cream space for the very first time, and will offer consumers an innovative way to experience the iconic flavours of Malibu,” commented Victoria Whellans, commercial director at ASPIRE by WildBrain CPLG. “This deal is the perfect example of the type of tailored and aspirational licensing collaborations we’re forging to drive long-term growth and brand engagement for our partners.”

ASPIRE represents The Absolut Company for both its Absolut Vodka and Malibu rum brands worldwide (excluding France).

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