A cherry variant has been introduced for Lamb’s Spiced rum, prompted by increasing consumer demand for flavoured spirits.
Halewood International, which owns and manufactures the Lamb’s rum range, has created the new product with 100% Caribbean rum blended with spices, wild cherry and almond flavours.
With ABV of 30%, it comes in the brand’s traditional hexagonal shaped bottle and is being promoted as both a mixer and a cocktail ingredient.
Signature serves include the Lamb’s Cherry Daiquiri, combining Lamb’s Spiced Cherry with muddled cherries, vanilla syrup and lime juice.
Another is the Cherry Alexander mixing Lamb’s Spiced Cherry with Cherry Heering liqueur, vanilla syrup, white crème de cacao, single cream and milk.
Halewood International will be supporting the launch of the new cherry variant with a number of consumer PR and social media initiatives, as well as working with the on-trade to promote sampling events and cocktail training.
It follows 2013’s relaunch of Lamb’s Spiced, giving it a smoother and more versatile liquid to appeal to the brand’s existing consumer base as well as to attract new rum drinkers.
James Wright, head of spirits and agency brands at Halewood International, said: “Consumers have told us that they enjoy Lamb’s Spiced’s smoother taste but are also looking for sweeter alternatives.
“The spiced rum category has seen significant growth in both the off- and on-trade, and we believe our cherry variant offers a genuine point of difference combined with a recognisable flavour.”