ASPIRE by WildBrain CPLG Announces Malibu X LiQ Ice Cream Deal

ASPIRE, the dedicated corporate and lifestyle division of WildBrain CPLG, has secured a collaboration for The Absolut Company’s spirit brand, Malibu, with adult ice-cream company, LiQ. The Malibu-flavored Ice Pralines will launch in April in Belgium and Germany, with the partnership also covering the U.K. and Netherlands. ASPIRE brokered the deal on behalf of The Absolut Company, marking Malibu’s first entrance into the ice cream category.

The LiQ x Malibu Ice Pralines contain ice cream infused with Malibu’s taste of coconut and rum. The product will initially be available at retailers including Okay, Jumbo, (S)Match and Intermarché in Belgium and Kaufland, Tegut and a selection of REWE Süd stores in Germany. 

“This cool new partnership with LiQ excitingly extends Malibu into the ice cream space for the very first time and will offer consumers an innovative way to experience the iconic flavors of Malibu,” says Victoria Whellans, commercial director, ASPIRE, WildBrain CPLG. “This deal is the perfect example of the type of tailored and aspirational licensing collaborations we’re forging to drive long-term growth and brand engagement for our partners.”   

Earlier this year, License Global spoke with Whellans about ASPIRE’s diverse portfolio and some of its recent and upcoming partnerships. 

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