You’re about to see a lot more alcohol on TikTok—and there’s a reason

Liquor companies just unlocked TikTok after years of restrictions. Now they’re racing to win over your algorithm—and your wallet.

Sabrina Brier [Photo: Pernod Ricard]

When Malibu launched its “Get Ready With Malibu Pink” campaign this spring, the rum brand had all the necessary ingredients for a modern influencer campaign. Creator partnerships with Sabrina Brier and other influencers, on-trend “get ready with me” style videos, all centered on the debut of a new flavored rum with guava, coconut, and pineapple.

But there was also one element that was surprisingly new terrain for Malibu’s parent company........

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