Pernod Ricard USA Taps Sabrina Brier to Lead New Malibu Pink Campaign

The US division of Pernod Ricard is focusing on the popular “getting ready before going out” occasion in its latest marketing push for Malibu. This new activation, titled “Get Ready With Malibu,” centers on the brand’s guava-flavored Malibu Pink extension. To lead this digital and social media campaign, the company partnered with actor and comedian Sabrina Brier, who rose to fame on TikTok through her relatable “Get Ready With Me” video series.

A High-Energy Debut at Stagecoach

While the digital ads are already gaining traction, Pernod Ricard has planned a “hard launch” for Malibu Pink at the Stagecoach Country Music Festival in California late next month. During the event, the brand will host a dedicated area designed to offer attendees a “neon disco-inspired good time.” This experiential marketing move aims to connect the spirit directly with the festival’s vibrant, social-media-savvy audience.

Aesthetic Meets Flavor in the Rum Aisle

Caroline Begley, VP of Marketing for Pernod Ricard USA, shared her excitement about the brand’s direction with Global Drinks Intel. She noted that for today’s drinker, “aesthetic is just as important as flavor.” Begley believes that Malibu Pink successfully delivers on both, bringing a specific “vibe” alongside its great taste. Furthermore, she emphasized that the product has effectively brought “the fun back to the rum aisle” by injecting new energy into a ritual that has become a staple of modern “Genzennial” culture.

Potential Shifts in the Spirits Landscape

Despite the current momentum of Malibu Pink, the brand could soon face new internal competition. Global Drinks Intel points out that if the recently confirmed merger negotiations between Pernod Ricard and Brown-Forman succeed, Malibu may find itself in a portfolio alongside Diplomatico rum or the Chambord liqueur brand. For now, however, the focus remains entirely on scaling the reach of this guava-led innovation.

Redefining the Pre-Party Experience

By leveraging Brier’s comedic timing and massive social following, Pernod Ricard hopes to turn Malibu Pink into the go-to choice for the pre-party “getting ready” moment. This strategy acknowledges that the social interaction happening before the main event is often just as significant for younger consumers as the party itself. Consequently, Malibu Pink serves as both a drink and a visual accessory for the digital era.

The Future of the Malibu Pink Portfolio

As the campaign rolls out across digital channels, the industry is watching how this flavor-forward approach impacts market share. With its striking color and celebrity backing, Malibu Pink represents a bold bet on the intersection of social media trends and premium flavored spirits. If the Stagecoach launch proves successful, expect to see this “neon disco” energy appearing at more major events throughout the summer.