A new life for sugar and spice | Scottish Licensed Trade News

Scottish Licensed Trade News

A new life for sugar and spice

Relaunched Lamb’s variant targeted at cocktail drinkers

• The relaunch of Lamb’s Spiced follows the repositioning of Lamb’s Navy earlier in the year.

• The relaunch of Lamb’s Spiced follows the repositioning of Lamb’s Navy earlier in the year.

HALEWOOD International has relaunched its Lamb’s Spiced brand with a new recipe and bottle design.

At 30% ABV, the spirit, which is said to contain Caribbean rum, is being marketed as an ingredient for cocktails, as well as for serving with cola.

The spirit is being marketed as a cocktail ingredient as well as for serving with cola.

The relaunch of Lamb’s Spiced follows the repositioning of sister brand Lamb’s Navy earlier in the year through the ‘True British Character’ campaign.
Suggested serves for Lamb’s Spiced include the Spiced Daiquiri, which mixes Lamb’s Spiced with Orange Curaçao, lime juice and sugar syrup; the Spiced Iced Tea, which combines the spirit with fresh lime juice, honey and lemongrass tea, lemon bitters and soda water; and the Spiced Punch, which contains Lamb’s Spiced and Lamb’s Navy, as well as Grand Marnier, orange, pineapple and lime juices, simple syrup, a dash of bitters and grenadine.
Halewood is planning ‘cocktail activation’ activity for the on-trade in the new year.

Lamb’s Spiced will appeal to drinkers in the 24-35 age bracket.

“Lamb’s Spiced’s new positioning, ‘Discover True Spiced’, will appeal to Lamb’s existing consumer base, encouraging them to try the new addition to the range, as well as attracting other rum drinkers to the brand within the 24-35 age bracket,” said James Wright, international sales and marketing controller at Halewood International.
Lamb’s Spiced is available to the on-trade through Matthew Clark, and in the off-trade is listed in more than 500 Tesco stores across the country.

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