Licensing News

ASPIRE by WildBrain CPLG Serves Up Malibu X LiQ Ice Cream Deal

LiQ Malibu WildBrain CPLG

ASPIRE, the dedicated Corporate & Lifestyle division of world-leading brand licensing agency WildBrain CPLG, has secured a collaboration for The Absolut Company’s spirit brand, Malibu, with adult ice-cream company, LiQ. The Malibu-flavoured ‘Ice Pralines’ will launch from April in Belgium and Germany, with the partnership also covering the U.K. and Netherlands. The deal was brokered by ASPIRE on behalf of The Absolut Company, and marks Malibu’s first entrance into the ice cream category.


The LiQ x Malibu Ice Pralines contain ice cream infused with Malibu’s iconic 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. The product will be priced at EUR 4.99 and features packaging made from recycled materials.


Victoria Whellans, Commercial Director, ASPIRE by WildBrain CPLG, said: “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 flavours of Malibu. 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.”


ASPIRE represents The Absolut Company for both its Absolut Vodka and Malibu rum brands worldwide (excluding France). Malibu is made with white rum and is one of the world’s leading flavoured spirits brands. Malibu has sustained 30 years of success and is sold in more than 130 countries worldwide, including the U.S., U.K., France, Germany and Canada.