The renewed emphasis that Guinness UDV is putting behind Malibu in key world markets is bearing fruit in the UK. For the last two months of this year the drinks giant is spending £1.3m on advertising support for the brand, with melons playing a key role in a new TV ad. This is designed to maintain the impetus behind Malibu's sales, which grew 3% in the 12 months to August, according to the latest data from ACNielsen. In multiple grocers, sales were up 12% against a market up 6%. This performance is being generated by an increasing number of younger consumers. A spokesman said the number of 18 to 24-year-old consumers drinking the brand was at a 10-year high. The new Melons' ad went on air nationwide this week, and brand manager, Elsa Jack, said: "The ads show how uptight we become about the silliest of situations. In response to this we satirised the ridiculous way that the British get stressed in contrast to the relaxed attitude of the Caribbean, the home of Malibu. Melons' plays on the fact that, despite being a nation obsessed with customer service, shoppers are often frustrated by the sophisticated options that face them when all they want to do is buy something quickly and easily!" Malibu has been designated a drive brand, although it faces the prospect of being sold to keep Diageo and Pernod Ricard's Seagram purchase on track. {{DRINKS }}