Drinks manufacturer Halewood International has announced the launch of a new cherry flavour of its Lamb’s Spiced brand of rum.
The 30% ABV beverage blends Caribbean rum with spices, wild cherry and almond flavours, and will be packaged in the brand’s signature hexagonal bottle following its introduction in 2013.
Its launch will be supported by “a number of consumer PR and social media initiatives, as well as working with the on-trade to promote sampling events and cocktail training,” Halewood International said.
“The cherry variant has been launched in response to increasing consumer demand for flavoured spirits in addition to the continued growth of the golden rum category,” the company added.
James Wright, head of spirits and agency brands for Halewood International, emphasised the importance of innovation in the category: “Consumers have told us that they enjoy Lamb’s Spiced’s smoother taste but are also looking for sweeter alternatives. The spiced rum category has seen significant growth in both the off- and on-trade, and we believe our cherry variant offers a genuine point-of-difference combined with a recognisable flavour.”
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