Knowing that young consumers crave fun and experiences, Malibu is hosting its Malibu Games in the UK as a way to engage Gen Z consumers who are looking to get a feel for a brand with all of their senses. The high-energy event was devised to allow people to “have the experiences about the drinks rather than a drinking experience.”

While there are bar and seating areas at the Malibu Games, attendees who are looking to get in on the action will be drawn to team activities like the Strawberry Spring, the Not So Coconut Shy and the Passionfruit Prism, each of which takes inspiration from Malibu’s essence.

Rather than opting for London as the location of the Malibu Games, Malibu deliberately chose Liverpool instead to cater to Gen Z consumers across the country.

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