Lower ABV and new bottle for Lamb’s Spiced

Lambs Spiced_DaiquiriLamb’s Spiced rum has been relaunched with a new bottle design and a new liquid that reduces the ABV from 37% to 30%.

Drinks manufacturer Halewood International is introducing the new blend and hexagon-shaped bottle in the on- and off-trade after previewing it at last month’s Rumfest show in London.

The new recipe, created with 100% Caribbean rum, offers a blend that is smooth and versatile for cocktails. The product was originally launched as an extension of Lamb’s Navy Rum in 2009.

The development of the new liquid for Lamb’s Spiced follows repositioning of Lamb’s Navy Rum through its True British Character campaign earlier in the year.

Halewood said the taste of the new Lamb’s Spiced was influenced by growth in the spiced rum category and extensive consumer research undertaken by the company.

Lamb’s Spiced’s new positioning uses the tagline “Discover True Spiced”, aimed at Lamb’s Navy Rum’s existing consumer base but also designed to other rum drinkers aged 24 to 35 to the brand.

Halewood is promoting eight new cocktail recipes for the spiced rum, including a Spiced Daiquiri, mixing Lamb’s Spiced with orange curaçao, lime juice and sugar syrup with an orange peel for garnish.

Other recipes include Spiced Iced Tea, combining Lamb’s Spiced with fresh lime juice, honey and lemongrass tea and lemon bitters, topped with soda water.

The Spiced Punch uses both Lamb’s Spiced and Lamb’s Navy, mixed with Grand Marnier, orange, pineapple and lime juices, simple syrup, bitters and grenadine.

Halewood International has already secured nationwide distribution for Lamb’s Spiced, including Molson Coors wholesale and Matthew Clark in the on-trade.

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