Pernod Ricard UK to distribute Lamb’s rum

Pernod Ricard UK has signed an agreement with Corby Spirit and Wine Limited to take over distribution of Lamb’s rum in the country, effective 1 July 2016.

The deal with Canadian firm – of which Pernod Ricard owns a majority stake – will give Pernod Ricard UK the exclusive right to represent Lamb’s rum in the UK for five years until 30 June 2021.

“I’m very pleased that Corby is entering into this new relationship with PRUK and am excited to work with the PRUK management team to build upon the long history of Lamb’s in this core market,” said Patrick O’Driscoll, president and chief executive officer of Corby.

“Partnering with PRUK will allow Lamb’s to benefit from PRUK’s well-established distribution network and strong relationships with both off- and on-trade customers, thereby positioning the brand to drive profitability and increase market share.

“We appreciate Halewood International’s efforts in representing Lamb’s for the last eight years and now look forward to the future with PRUK.”

Lamb’s rum has been represented in the UK by Halewood International, the largest independent drinks distributor in the country.

The brand’s portfolio includes Lamb’s Spiced Cherry, Lamb’s Spiced, Lamb’s Navy and Lamb’s White.

“We are delighted to expand our offering by distributing Lamb’s in Great Britain,” said Denis O’Flynn, managing director, Pernod Ricard UK.

“Lamb’s is a great portfolio fit for our business and represents a strong opportunity for us and our customers.

“The rum category is ripe for continued innovation. We look forward to announcing our plans for the brand later this year.”