Pernod Ricard UK is developing new plans to build on the success of Lamb’s rum in Britain when it takes over distribution this summer.
It will add Lamb’s Navy, Lamb’s White, Lamb’s Spiced and Lamb’s Cherry Spiced rums to its UK portfolio after agreeing a five-year partnership with Corby Spirit and Wine Limited.
It is due to take over on July 1 from Halewood International which has looked after the brand in the UK for the past eight years.
Pernod Ricard UK (PRUK) managing director Denis O’Flynn said: “We are delighted to expand our offering by distributing Lamb’s in Great Britain. Lamb’s is a great portfolio fit for our business and represents a strong opportunity for us and our customers.
“The rum category is ripe for continued innovation. We look forward to announcing our plans for the brand later this year.”
Patrick O’Driscoll, president and chief executive of Corby, added: “I’m very pleased that Corby is entering into this new relationship with PRUK and am excited to work with the PRUK management team to build upon the long history of Lamb’s in this core market.
“Partnering with PRUK will allow Lamb’s to benefit from PRUK’s well-established distribution network and strong relationships with both off- and on-trade customers, thereby positioning the brand to drive profitability and increase market share.
“We appreciate Halewood International’s efforts in representing Lamb’s for the last eight years and now look forward to the future with PRUK.”
The recipe for Lamb’s rum dates back to 1849 when Alfred Lamb established his business in London, England, distilling fine rums from high-quality Caribbean sugar cane. It is owned by Corby, based in Canada, which also owns Canadian whiskies JP Wiser’s, Lot No 40, Pike Creek, and Gooderham & Worts.
It also distributes some of Pernod Ricard’s brands in Canada. PRUK’s parent company, Pernod Ricard, indirectly owns more than 50% of the issued and outstanding voting class A common shares of Corby.