Halewood International is introducing a Spiced Rum under the Lamb's brand. It is the first major brand extension for Lamb's Navy Rum, which has been around since 1849. The new product capitalises on the growing interest in the rum category from a younger audience. While Lamb's Navy Rum's core consumers are men aged 45-plus, the Spiced Rum is targeted at 25- to 35-year-olds. The launch will benefit from the £500,000 being invested in the Lamb's brand.
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