MalibuBlack ‘Sube el Volumen’ in Houston.

Malibu Rum launched Malibu Black, a 70 proof spirit with the perfect hint of Malibu’s signature coconut flavor. To celebrate this launch, Malibu Black is kicking-off with the “Sube el Volumen” experience that features special events for Latino Houstonians at local bars and clubs, as well as radio remotes and promotions — all culminating with a Dia de los Muertos celebration on October 28. “Sube el Volumen” hopes to reach Latinos 21 years of age and older who are seeking to amplify their fun with an island state of mind.

“New Malibu Black combines smooth coconut flavor, with higher proof and less sweetness, for a bolder taste. It’s for the consumer looking to take their social experience to the next level whether it’s on the beach, at the bar, on the dance floor, or with friends at any occasion,” says Sheila Senhouse, Brand Manager, Malibu Rum. “Our consumers have been asking for a higher proof Malibu, and now with the 70 Proof, Malibu Black delivers.”

With “Sube el Volumen” taking place in Houston through October, the new Malibu Black will partner with the hottest clubs, bars and DJ’s to engage Latinos who are looking to amp up their special gatherings. At these “Sube el Volumen” events, Malibu Black Ambassadors will offer free sampling, drink specials, and premium give-aways. Live radio promotions will also help Latino consumers get into the island state of mind and celebrate the summer’s festivities, Hispanic Heritage Month, and “Dia de los Muertos.”