Malibu (rum)'s Slogans & Taglines

Malibu is a coconut-flavoured liqueur brand founded in 1978 by British spirits entrepreneurs Peter Fleck, Tom Jago, and James Espey, originally discovered as a local drink called Coco Rico in South Africa. Recognising its potential as a simplified Piña Colada ingredient, the trio renamed it Malibu in 1980 for its warm, evocative associations, and launched it with the iconic white bottle and palm tree logo—initially spray-painting clear bottles white when white glass was unavailable. The product is crafted from white rum blended with natural coconut flavour, delivering a light, refreshing 21% ABV profile that proved immediately popular across Europe and the United States. Core offerings today encompass the flagship Malibu Original alongside an expanding portfolio of fruit flavours including Pineapple, Strawberry, Watermelon, Peach, and Passionfruit, plus ready-to-drink canned cocktails. Brand messaging has evolved from the original slogan It comes from paradise and tastes like heaven to the 2022 global platform Do Whatever Tastes Good and the Welcome to Malibu campaign, reframing summer as a year-round mindset. In 2005, Pernod Ricard acquired Malibu, and today it stands as the world's number one rum-based coconut spirit, distributed across more than 150 countries.