A new coconut cream liqueur, which is being launched in supermarkets next month, is aimed firmly at women.
Mo’Bay is a 17% abv blend of Caribbean rum, fresh cream and coconut which is described by owner Mainsail as a cross between Malibu and Bailey’s.
With a kitsch backdrop of beaches and palm trees for the packaging and marketing of the brand, the company reckons it will be a popular party choice. Research showed the sweet blend of coconut and cream - which the company claims is a UK first - appeals mostly to the female palate.
A marketing campaign will target women’s magazines, with activity and sampling increasing in the run-up to Christmas.
The 70cl bottle, which has an rsp of £9.99, has won listings with Tesco, Somerfield and Kwik Save.