Brand owner Halewood International said the new rum and hexagonal-shaped bottle were aimed at Lamb’s existing fan base as well as attracting new 24 to 35-year-old rum drinkers to the brand.
The new rum is made from 100% Caribbean Rum and is 30% ABV. The company says the blend is, “smooth and versatile, making it suitable as a base for a range of cocktails, and perfect as a mixer with cola.”
It will be supported with a campaign under the strapline, “Discover True Spiced,” which will build on the “True British Character” campaign for the Lamb’s Navy brand that was launched earlier this year.
Halewood has also created eight signature cocktails as part of the strategy, including:
- Spiced Daiquiri – Lamb’s Spiced mixed with Orange Curaçao, lime juice, sugar syrup and an orange peel for garnish
- Spiced Iced Tea – Lamb’s Spiced combined with fresh lime juice, honey and lemongrass tea, 2 dashes of lemon bitters and topped with soda water
- Spiced Punch – Lamb’s Spiced and Lamb’s Navy, mixed with Grand Marnier, orange, pineapple and lime juices, simple syrup, a dash of bitters and grenadine
Listings with Molson Coors and Matthew Clark in the on-trade and 350 Tesco stores in the off-trade have already been secured.
Halewood launched Lamb’s Spiced back in 2009. It was the first diversification of the brand since it was created in 1849.
The company gained control of the brand in 2007 from Pernod Ricard UK, which secured the brand with the Allied Domecq acquisition in 2005, but was forced to relinquish involvement with Lamb's as a condition of its continued partnership in Cuban rum Havana Club.