Introduction of price-marked-pack lands exclusively in convenience during rapid Spiced Rum growth

Pernod Ricard UK is adding a new £13.99 price-mark to 70cl bottles of Lamb’s Spiced Rum amidst rapid category growth (+70% in convenience)[1]. Lamb’s Spiced Rum is growing ahead of the wider Spiced Rum category at +86.3%1 and is using this acceleration as the springboard to launch its first-ever price-marked-pack (PMP).

Chris Shead, Off-Trade Channel Director for Pernod Ricard UK, comments: “Spiced Rum represents a significant opportunity for convenience retailers and Lamb’s Spiced Rum performance has been on the up since the brand introduced energetic new packaging in 2019. With 61% of shoppers believing PMPs offer better value for money than a non-price-marked pack2, they give consumers the confidence they are being offered good value, helping retailers shift more stock and keep shelves rotating.”

Lamb’s Spiced Rum’s new look provides real stand out on shelf to differentiate it from the rest of the category with its bright and bold imagery. With cross-gender appeal and a darker liquid, the re-design has helped drive higher awareness amongst younger consumers and repositioned the brand as the go-to Spiced Rum for all occasions. The design targets a younger audience of men and women, aged 18-28 years old, giving Lamb’s Spiced the opportunity to reinvent itself as a bold and playful brand for those wanting to try a new Spiced Rum. The brand’s heritage has been maintained through references to founder, Alfred Lamb, and the bottle’s unique, hexagonal shape, which is a huge differentiator against competitors.

The new 70cl £13.99 price point is set to disrupt the category and will be available from this month in all major wholesalers.

[1] AC Nielsen Total Impulse Value sales MAT Data Ending 02.01.2021

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