By: EJ Schultz Bio
Published: September 15, 201. AdAge
Packaged in white bottles adorned with palm trees against a setting sun, it is no surprise that Malibu rum's strongest season is summer. In July alone, the brand says it gets a 12% sales lift.
But now the coconut-flavored, Caribbean rum is seeking to brighten its sales during the long, dark months of winter with what it says is the first social-media game for a spirits brand. As the name suggests, the "Beach Club" Facebook application keeps the brand's summer mojo. But by challenging fans to earn points while running a virtual resort, the brand is hoping to keep consumers in a Malibu state of mind, even when snow is falling outside...... Read more
