UK first to get new spiced rum

The UK is the first market in the world to get a spiced variant of Lamb's Navy Rum.

Lamb's Spiced Rum is the first brand extension to dark rum Lamb's Navy, which Halewood International began distributing in the UK in 2007. It has been launched in partnership with Canadian brand owner Corby Distilleries, who will look at opportunities for the new product in other markets based on its success here.

To date, Halewood has invested more than £100,000 in Lambs Navy and the planned marketing support for the new brand will take investment to in excess of £500,000.

Lamb's Spiced Rum will be available from April in a 70cl bottle using the distinctive Lamb's hexagonal shape but different labelling designed to appeal to the brand extension's younger target market.

The launch will be supported with a sampling campaign, the roll-out of point of sale material and advertising.

Halewood International senior brand manager Sue Beck said: "We have recognised there is a major opportunity to extend the Lamb's franchise to new consumers. 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."