Lamb’s extends rum range with Spiced Cherry and single casks

Lamb’s Navy Rum is to build a stronger ladder of products with the release of a new Spiced Cherry variant and a range of super-premium dark rums.

Lamb’s Spiced Cherry Rum is the second flavoured extension of the Caribbean rum brand

The new Spiced Cherry expression, which is set for launch in the New Year, is a blend of Caribbean dark rum with spices and cherry and almond flavours.

Lamb’s Spiced Cherry will be given an exclusive launch in the UK to capitalise on continued interest in spiced rum, before an international roll out later on in the year, although distributor Halewood International claims interest from overseas markets is already strong.

“Lamb’s Spiced Cherry is a first in the category,” said James Wright, head of spirits and agency brands for Halewood. “It will be given a soft launch in the UK but we’ve already had other interest for it internationally.

“When we first ran trials of our vanilla spiced Lamb’s, our consumers said it would be amazing as a cherry flavour as well. One thing Halewood is very good at is NPD, so we explored the liquid and came up with an almond and vanilla flavour and consumers and retailers loved it.”

The expression will carry an RRP of £15 for a 700ml bottle.

Halewood, which owns the distribution rights for Corby Distilleries-owned Lamb’s in international markets outside the US and Canada, has also developed a super-premium range for the brand.

Lamb’s Cellar Selection will be a limited edition collection of small batch, single cask rums from brand founder Alfred Lamb’s private cellars.

The first expression will be launched in February 2015, and will be limited to just 154 bottles.

“This is about engaging on the quality of liquid Alfred Lamb used to use,” Wright added.

Lamb’s Navy Rum was established in 1849, and is now present in several markets around the world, including the UK, US, Canada, Australia, New Zealand and western Europe.

Halewood launched Lamb’s Spiced in 2009, and rejuvenated both the liquid and packaging in 2013 as part of a brand makeover.