Lamb's Navy Rum gets spiced up

27 March, 2009

Halewood International has extended its Lamb's Navy Rum brand with a spiced rum variant.

Lamb's Spiced Rum

will target

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

golden

rums from Jamaica, Barbados and Trinidad. The blend is infused with natural spices and flavours.

An off-trade sampling push will include serving

with cloudy

apple juice or ginger ale.

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