WildBrain CPLG lifestyle has secured a deal with 24 ICE in the Netherlands for limited-edition frozen Malibu “poptails.”

“There’s been a huge surge in the popularity of ready-to-drink cocktails as consumers look to recreate craft cocktail culture at home,” says Peter Evers, commercial director, WildBrain CPLG Benelux. “With Malibu evoking the spirit of summer, the brand is ideally placed to capitalize on the runaway success of frozen poptails.”

The Malibu watermelon mojito frozen poptail ties with launch of Malibu Rum’s latest flavor, Malibu Watermelon.

“This new partnership WildBrain CPLG’s Lifestyle division has secured with 24 ICE shows real innovation and creativity within the food and beverage category, and we can’t wait to see Malibu lovers enjoying this fun new offering across the Netherlands,” says Elsa Rafen, senior brand manager, global experiences and partnerships, The Absolut Company, which owns Malibu.

The deal with 24 ICE is part of WildBrain CPLG’s lifestyle remit and was brokered by the agency’s Benelux team on behalf of The Absolut Company. WildBrain CPLG Lifestyle represents The Absolut Company for both its Absolut Vodka and Malibu rum brands worldwide (excluding France).