Lamb’s launches Spiced brand

Halewood International is to launch a spiced version of its Lamb’s Navy rum brand.

Lamb’s Spiced is the first major brand extension from the core brand since it was founded in 1849

The UK will be the first market to receive stocks of Lamb’s Spiced from brand owner Corby Distilleries, from next week.

The new product is aimed at younger drinkers of both sexes, with a target age group of 25 to 35, against the parent brand’s 45-plus male profile.

The rum is a blend of pot-distilled Demerara rum from Guyana and column-distilled spirit from Jamaica, Barbados and Trinidad.

It is bottled at 37.5% abv and has an off-trade rrp of £14.49.

The launch is being backed by advertising, in-store promotions, tasting evenings and POS.

Sue Beck, senior brand manager at Halewood, said: “Consumer interest in rum is growing and we believe that the launch will strengthen our already iconic brand, placing us in an ideal position to further grow the category in the UK market.”