Energetic new packaging, with cross-gender appeal and a darker liquid, will drive higher awareness amongst younger consumers to reposition the brand as the go-to Spiced Rum for all occasions

Pernod Ricard UK is relaunching Lamb’s Spiced Rum with a new design and more golden liquid. The new design will increase awareness amongst younger consumers with its bold, vibrant and eye-catching new label, which heightens stand-out at the point of purchase and behind the bar.

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 Rum category has the second youngest adult shopper profile in the off-trade and Spiced Rum is driving overall category performance[1]. However, Spiced Rum has an opportunity to recruit younger adult shoppers into the category, as existing brands largely appealing to an older[2], more masculine consumer[3].

Toni Ingram, Head of Marketing for Lamb’s Navy Rum, says: “The new look for Lamb’s Spiced is a clear break from the existing branding with edgy and rebellious aspects, which will appeal to a younger adult audience who we know are seeking experiences and are open to taking risks. We’re not shying away from the fact the new label aims to recruit more females into a rapidly growing segment for the Rum category. Consumer feedback to date has been highly positive and the new bottle has a clear place at the centre of social occasions.”

The launch will be supported by an above the line media campaign from the end of March. Lamb’s Spiced Rum has an ABV of 30% and is available now across the on and off-trade (RRP £14).

[1] Nielsen Scan Track: Total Off Trade, 52 WKs to 8th Sept 2018 vs YAGO

[2] Shopper Loyalty Data: 52 WKs to 22nd Oct 2018 vs YAGO

[3] Source: Retailer A: Spiced Rum Profiling 52 WKs to 15th Sept 2018 vs YAGO

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