Lamb’s Spiced Rum will be targeted at men and women aged 25 to 35-years-old in contrast to Lamb’s traditional core consumer base of men aged 45 and above.
It is a blend of demerara rums from Guyana and golden rums from Jamaica, Barbados and Trinidad. The blend is infused with natural spices and flavours including cinnamon from India, essence extracted from limes grown in Mexico, and vanilla.
The spiced variant will be available in Lamb’s distinctive 70cl hexagonal bottle from April (rrp £14.49), but the label has been given a complete revamp to appeal to a 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 one of the flavours and create standout from competitors that predominantly use red and gold on their labels,” she said.
An off-trade sampling push will include serving the spirit with cloudy apple juice or ginger ale.
“Consumers, especially females, are nervous about darker spirits. Lamb’s Navy Rum can be a little bit daunting, but the lemon, lime and sweet, creamy vanilla flavours of Lamb’s Spiced makes rum more accessible,” Beck added.