Spirits producers inject cash into spiced rum sector

A raft of activity and investment in the spiced rum market indicates a confidence from producers that this sector is set for more growth in the months ahead.

Pernod Ricard has invested in its Lamb’s Navy Rum brand with a relaunch of Lamb’s Spiced Rum to increase awareness among younger consumers.

Also this month is the launch of Spice Hunter, a new spiced rum from Berry Bros & Rudd, while Bacardi Spiced is set to hit shelves in April.

Other brands are also appearing in the UK. Earlier this month Glasgow Distillery announced it was also extended into this space with Banditti Club – Glasgow Spiced Rum, while Hammonds of Knutsford is introducing Diablesse Caribbean Rum, including a spiced variant: Diablesse Clementine Spiced Rum. Also this month Halewood Wines & Spirits has introduced a new bottle design for all of its Dead Man’s Fingers rum variants, and it said its Spiced and Coffee flavours have now secured listings in Sainsbury’s.

The rum category has the second youngest adult shopper profile in the off-trade and spiced rum is driving overall category performance, according to Nielsen data (year to September 8, 2018). The data also indicates spiced rum as an opportunity to recruit younger adult shoppers into the category, as existing brands largely appeal to an older, more masculine consumer at present.

The revamp of Lamb’s Spiced aims to target both men and women aged 18-28 years old, and Pernod hopes to reinvent it as “a bold and playful brand” for those wanting to try a new spiced rum. 

Toni Ingram, head of marketing for Lamb’s Navy Rum, said: “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 are 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.”

Meanwhile, Berry Bros’ Spice Hunter is launching via its UK distributor Fields, Morris & Verdin, with initial listings in 19 bars of Revolucion De Cuba.

The spice blend features 13 spices, which the producer claims is “more than any other rum”, including clove, nutmeg, cinnamon, pepper and ginger. These are then blended with an aged Mauritian rum.

Jack Denley, brand executive for Spice Hunter, said: “We’re hugely excited to bring Spice Hunter to the UK market. This is a rum that doesn’t get lost in the mix and challenges you to make a bold move. With its 13 exotic spices and aged Mauritian rum, Spice Hunter is designed for the modern drinker; complex, approachable and undeniably bold.”

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