Oatly has partnered with Pernod Ricard-owned spirit brand Malibu to bring a piña colada-flavoured alcoholic soft serve to the UK.

The launch of the ‘Piña Oatlada’ aims to help consumers to ‘unplug’ and destress, following the results of a survey conducted by the brands in the UK which revealed that more than half

of respondents wanted more time to escape ‘adult’ responsibilities.

With Gen Z consumers increasingly looking for lower alcohol alternatives and driving demand for plant-based options, Oatly and Malibu’s fun collaboration caters for this group, who may also be more inclined to experiment with flavours. The dairy-free soft serve is just 1.5% ABV and is made with oats to achieve a creamy texture.

Malibu and Oatly are opening Paradise Arches, an exclusive clubhouse in London’s Shoreditch district, to launch the collaboration. The special pop-up, from 12 July – 2 August, will offer guests Malibu and Oatly-inspired cocktails alongside light bites and a complimentary Piña Oatlada, served in a cocktail glass-shaped waffle cone created exclusively for the partnership.

Paradise Arches is the first in a series of activations across Europe to celebrate the collaboration. The Piña Oatlada soft serve will also be available for consumers of legal drinking age in select bars across the UK, before travelling to festivals such as All Points East in London, Superbloom in Germany and the VIP bar at Way Out West in Sweden.

Craig van Niekerk, VP of marketing at Malibu, said: “As a brand, Malibu has always been about bringing out the spirit of summer and enabling good times – something our research has shown we’re all in serious need of right now! Our delicious new Piña Oatlada combines two great-tasting brands to create the ultimate taste of the season, it’s the perfect way to unplug and enjoy the summer.”

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