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The range, which included the Malibu Pineapple and Mango variants, launched last year, and was supported by a £2m advertising campaign.

The decision follows a review of the group's enlarged spirits portfolio, following its acquisition of Allied Domecq last year. According to Pernod, the Flavours range is 'no longer a suitable fit'.

Roger Harrison, Pernod Ricard's UK head of marketing for Malibu, confirmed the group would be placing substantial marketing support behind the flagship brand this year.

'We have a £6m marketing spend planned for 2006,' he said.

This March, Pernod Ricard consolidated its £10m UK media planning and buying account with Vizeum.