Pernod Ricard UK is adding a new £13.99 price-mark to 70cl bottles of Lamb’s Spiced Rum amidst rapid category growth (+70 per cent in convenience). Lamb’s Spiced Rum is growing ahead of the wider Spiced Rum category at +86.3 per cent [1] and is using this acceleration as the springboard to launch its first-ever price-marked-pack (PMP).
“Spiced Rum represents a significant opportunity for convenience retailers and Lamb’s Spiced Rum performance has been on the up since the brand introduced energetic new packaging in 2019,” explained Chris Shead, Off-Trade Channel Director for Pernod Ricard UK. “With 61 per cent of shoppers believing PMPs offer better value for money than a non-price-marked pack, they give consumers confidence they are being offered good value, helping retailers shift more stock and keeping shelves rotating.”
Pernod Ricard believes that Lamb’s Spiced Rum’s new look provides real stand out on shelf to differentiate it from the rest of the category with its bright and bold imagery. With cross-gender appeal and a darker liquid, the re-design has helped drive higher awareness amongst younger consumers and repositioned the brand as the go-to Spiced Rum for all occasions.
The brand’s heritage has been maintained through references to founder, Alfred Lamb, and the bottle’s unique, hexagonal shape, which is a huge differentiator against competitors.
The new 70cl has a £13.99 price point and will be available from this month in all major wholesalers.
[1] AC Nielsen Total Impulse Value sales MAT Data Ending 02.01.2021
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