The move is said to have been prompted by demand for flavoured spirits and growth of the golden rum category.
Lamb’s Spiced Cherry is available in the brand’s traditional hexagonal shaped bottle, with an ABV of 30%.
The drinks firm will support the launch of the new variant with consumer PR and social media initiatives; it will also stage sampling events and cocktail training in the on-trade.
James Wright, head of spirits and agency brands at Halewood International, said: “Consumers have told us that they enjoy Lamb’s Spiced’s smoother taste but are also looking for sweeter alternatives.”
