The manufacturer of Lamb’s Dark Rum is launching a new spiced variety to the UK market this week, which is designed to take advantage of growing consumer interest in spiced rum.
In a bright, lime-green bottle Lamb’s Spiced Rum, launched by drinks manufacturer and distributor Halewood International, targets a younger, trendier consumer demographic (men and women aged 25-35) than the brand’s original variety (men aged 45 plus).
Lamb’s blends small batches of pot distilled, oak aged Demerara rums from Guyana and column distilled golden rums from Jamaica, Barbados and Trinidad. Infused with essences of lime, vanilla and cinnamon, Lamb’s Spiced Rum is suitable to mix with coke and fresh lime for a classic Cuba Libre, or with apple juice to accent the drink’s heavy cinnamon notes.
Sue Beck, Halewood’s senior brand manager, said: “Consumer interest in rum is growing and we believe that the launch of Lamb’s Spiced Rum will strengthen our already iconic brand, placing us in an ideal position to further grow the rum category in the UK market.”
Halewood has already invested £100k in product development and plans to invest a further £400k in marketing support, which will be used to increase brand awareness through bar promotions, events and tasting evenings, POS and advertising.