Malibu, a brand of white rum-based coconut liqueur, has partnered with Oatly to launch a dairy-free, piña colada-flavoured soft-serve with a touch of alcohol.
The Piña Oatlada is expected to have particular appeal for Gen Z, who are said to be searching for plant-based alternatives, lower-alcohol products, and new flavours. The oat-based soft serve contains just 1.5% ABV (alcohol by volume) and is vegan-friendly.
Oatly and Malibu will celebrate the launch by opening a pop-up bar called Paradise Arches in Shoreditch, London. From July 12 to August 2, the bar will serve light bites and cocktails inspired by the two brands. There will also be a complementary Piña Oatlada for each guest, served in a unique cocktail glass-shaped waffle cone. Additionally, the venue will host various ticketed events, including DJ sets, drag bingo, brunch parties, fitness classes, and cabaret shows.
The Piña Oatlada will then become available to customers of legal drinking age at select UK bars, before making appearances at various European festivals.
“New and unexpected”
In May, Oatly reported promising financial results for Q1 2024, including a rise in revenues. Losses improved compared to Q1 2023, and CEO Jean-Christophe Flatin said the company was working towards “structural, consistent profitable growth”. Oatly’s stock saw a boost following the publication of the results.
“We’re so excited to be launching the new Piña Oatlada soft serve,” said Craig van Niekerk, VP of Marketing at Malibu. “As a brand, Malibu has always been about bringing out the spirit of summer and enabling good times – something our research has shown we’re all in serious need of right now! Our delicious new Piña Oatlada combines two great-tasting brands to create the ultimate taste of the season, it’s the perfect way to unplug and enjoy the summer.”
“We’re always searching for new and unexpected ways for people to experience our brand and Malibu is a perfect partner to launch our glorious oats into the nightlife scene,” said Martin Ringqvist, Executive Creative Director for Oatly. “Just be sure to lick responsibly.”
