Halewood International is to launch a Spiced Rum under the Lamb’s brand.
Lamb’s Spiced Rum will launch in the on and off-trade April 1 and will target 25-35 men and women.
Initial marketing will target the on-trade and include sampling and point of sale activity in style bars.
The brand, which is owned by Corby Distilleries and marketed and distributed in the UK by Halewood, will also be pushed in-store with the aim of running a consumer marketing campaign in the run-up to Christmas.
The launch of the spiced rum brand comes as Halewood looks to encourage “lapsed” drinkers of its Lamb’s Navy Rum with press and digital activity targeting the drink’s older male demographic.
Speaking to Marketing Week, senior brand manager Sue Beck says it is looking to build on recent changes to Navy Rum’s label with a campaign pushing the brand’s heritage.
A print campaign, created by England, will run next month in the sports pages of national newspapers and will feature explanations of naval phrases such as “I like the cut of your gib”.
A branded website will include cocktail suggestions and old Navy Rum ads.