Drinks brands are making waves in the social media world just as the summer gets into gear.

Pernod Ricard is rolling out a Facebook app for its Malibu brand, as part of its 'Malibutique' shopping and fashion summer activity.





The Malibu VIP app, created by Zone, is an online loyalty programme that features content including drinks recipes, games and fashion tips. User interaction lets fans receive VIP points and gain a "status" such as 'Malibu Mover and Shaker', 'Idol' or 'Legend'.The higher their status, the greater access they get to more content and givaways, such as designer handbags.

The app can be accessed from Malibu's UK Facebook page.

Patrick Venning, marketing director at Pernod Ricard UK, said: "Malibutique serves as a relevant and engaging platform for us to showcase Malibu's versatility to our target audience who love music, fashion and exploring the latest styles for their social get-togethers." He added the Facebook app would act as a platform to "continue engaging loyal fans of the brand," while also "exciting new target consumers" with content they "enjoy reading about and sharing."


But Malibu isn't the only drinks brand making innovative forays to online audiences.

Vimto, the Nichols-owned soft-drinks brand, has struck a strategic partnership with music video provider Vevo in a move to target teens by shifting its marketing efforts to digital platforms, Marketing Week is reporting.

The deal comes after Vimto revealed it would be moving its marketing spend from TV to digital, seeking to capitalise on its growing online fanbase. Vimto will run a heavyweight digital campaign from next month across music sites Spotify and we7, and teenage online network MTV, until September. Vimto will also become the main sponsor of an exclusive music release, claiming the deal will give the brand "access to the 12 million unique visitors that stream around 180 million videos each month". The campaign will drive consumers to the Vimto Facebook page, where they can access new content and a new branded game.
Clare Pritchard, brand manager, Vimto said: "This campaign builds on major investment in digital marketing for Vimto over the last year, to engage with teens in a relevant environment using platforms that will excite them."

Nielsen figures show Vimto reported sales of £23.5m in 2011, up 1.8% on the year.