Lamb's Spiced Rum
men and women aged 25 to 35
in contrast to
brand's traditional core consumer base of men aged 45 and above.
It will be available in Lamb's distinctive 70cl hexagonal bottle (rrp £14.49), but the label has been given a complete revamp to appeal to the younger target audience, according to senior brand manager Sue Beck.
"The new brand emblem of a gecko is evocative of hot countries, and green is used to hint at
the flavours of limes
- it will also
help it stand out ."
Lamb's Spiced is a blend of demerara rum
from Guyana and column distilled
rums from Jamaica, Barbados and Trinidad. The blend is infused with natural spices and flavours.
An off-trade sampling push will include serving
apple juice or ginger ale.