Allied Domecq is planning a heavyweight support package behind Malibu, the rum-based speciality spirit it acquired from Diageo. Managing director Chris Heath said: "Malibu is a big prize for the UK business and, with Tia Maria, gives us significant weight in the liqueurs and specialities market. "We are determined to build on Guinness UDV's work on the brand and have committed to continue its investment programme which includes national TV and cinema advertising." The brand was sold by Diageo as part of a deal to secure its acquisition of Captain Morgan rum. Captain Morgan was part of the Seagram portfolio bought by Diageo and Pernod Ricard, but the US regulatory authorities refused to give the take over the go ahead until Diageo agreed to sell Malibu. When Allied Domecq acquired Malibu, it agreed to give up a legal claim over the ownership of Captain Morgan. {{DRINKS }}