Interview

Ever wondered what your drink would sound like?

Now you can find out thanks to an online ‘drink mixer’ application launched by Malibu. As part of its global Get Your Island On brand push, the Pernod-Ricard-owned rum has launched an interactive music-mixing interface with beat combinations relating to 86 unique recipes, and four faders which enable users to adapt the taste/sound to their own preferences. The mixer forms part of RadioMaliboom Boom, an online radio station launched in August, also part of the Get Your Island On brand platform

Contagious caught up with me to discuss the launch:

Contagious: How did you come up with the idea?
BB: Since it can be challenging to convey taste using a digital medium, we wanted to give users a sensory experience that allowed the taste of the product to come through as it relates to musical sound. We also wanted to infuse some unexpected fun and energy into the traditional cocktail recipe section of a drinks site.

Read the full interview here.