‘Lick Responsibly’: Oatly Joins Forces with Malibu to Create Alcoholic Piña Oatlada Ice Cream

Oatly has teamed up with Malibu to create the Piña Oatlada, a dairy-free soft serve ice cream made with oat milk and Malibu rum. The collaboration aims to target drinking-age consumers who are struggling to navigate the pressures of adulthood, offering them an indulgent treat to escape from responsibilities. The vegan ice cream, which contains 1.5% alcohol by volume, is part of the low- and no-ABV movement that is being driven by Gen Zers who are also keen on experimenting with new flavors and plant-based alternatives.

The Piña Oatlada will be available at pop-ups in London and music festivals across Europe, as well as at pubs, bars, and social spots. This collaboration is just one of many partnerships Oatly has established in recent times to reach new demographics and expand its product offerings globally, including a limited-edition stout and various milk alternatives. Despite facing challenges, Oatly's first-quarter performance this year exceeded expectations, with the company continuing to innovate and grow.