Lamb’s Spiced Rum launched as a PMP

Spiced rum is growing by 70% in convenience, while Lamb's Spiced Rum growing ahead of the wider spiced rum category at 86.3%

Retailers can now stock Lamb’s Spiced Rum in £13.99 price-marked packs (PMP) to help them capitalise on the spiced rum category, growing by 70% in convenience, according to owner Pernod Ricard UK.

Launching in 70cl bottles, the £13.99 PMPs are available from all major wholesalers this month.

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According to the supplier, Lamb’s Spiced Rum is growing ahead of the wider spiced rum category at 86.3% and is using this acceleration as the springboard to launch its first ever PMP. Lamb’s Spiced Rum’s redesign from 2019 aims to provide shelf standout and to differentiate it from the rest of the category.

The spiced rum aims to target a younger audience of men and women, aged 18-28 years old, giving the brand the opportunity to reinvent itself for those wanting to try a new spiced rum, the supplier has said. The brand’s heritage has been maintained through references to its found, Alfred Lamb.

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Chris Shead, off-trade channel director, Pernod Ricard UK, said: “Spiced rum represents a significant opportunity for convenience retailers and Lamb’s Spiced Rum performance has been on the up since the brand introduced new packaging in 2019.

“With 61% of shoppers believing PMPs offer better value for money than a non-price-marked pack, they give consumers the confidence they are being offered good value, helping retailers shift more stock and keep shelves rotating.”

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