Consumer feedback prompts Lamb’s Spiced Rum to redevlop recipe

Halewood International has re-launched its Lamb’s Spiced Rum with a new recipe and bottle shape following consumer feedback.

Lamb’s Spiced Rum has been re-launched with a new “smoother” recipe and packaging

The new recipe for Lamb’s Spiced Rum is described as “smoother, and therefore not as polarising as the previous flavour”. Using Caribbean rum as its base, the new spirit is blended with “flavours and spices” and bottled at 30% abv.

Brand owner Halewood International claims the new flavour has been influenced by the recent growth in the spiced rum category, as well as consumer research.

Following Lamb’s Navy Rum’s True British Character marketing campaign earlier this year, Lamb’s Spiced will be marketed under the Discover True Spiced banner, which will target the brand’s existing consumer base of rum drinkers aged between 24 and 35 years.

To support the liquid’s re-launch, Halewood has developed a new hexagon-shaped bottle for Lamb’s Spiced, swapping the product’s lime green colouring for deep red.

The product is now being rolled out across the UK on- and off-trade.