Halewood International is sweetening up the spirits market by launching Lamb’s Spiced Cherry.

It is available to the off-trade in 70cl bottles, RRP £15, and will be supported by consumer PR and social media activity.

James Wright, head of spirits & agency brands at Halewood International said consumers are looking for sweeter alternatives.

“The spiced rum category has seen significant growth in both the off- and on-trade, and we believe our cherry variant offers a genuine point-of-difference combined with a recognisable flavour,” he added.