Admiral Vernon’s Old J is the first project for brands manager Tom Hurst, who joined LWC in April after seven years working in on-trade sales for Sailor Jerry supplier First Drinks.
Sailor Jerry was the subject of a social media campaign from irate bartenders and other fans of the brand in 2010 when First Drinks switched the rum to a new recipe.
“I felt golden and spiced rum still had potential for further growth and a big gap for a sweet, limey, vanilla spiced rum,” said Hurst.
The drink is being listed by drinkshop.com and specialist London spirits shop Gerry’s. Other off-trade distribution is planned.
“One of the key sectors is retail as there is a demand on social networks to be able to buy in-outlet,” Hurst added.
He indicated there could be further brand launches from LWC.
“My role is to manage the existing own-product portfolio as well as create new products and bring new agencies on board.”