Pernod Ricard UK is adding a new £13.99 PMP to its 70cl bottles of Lamb’s Spiced Rum.
The new 70cl £13.99 price point is set to disrupt the category and will be available from this month in all major wholesalers.
According to Nielsen data, the brand saw 86.3% growth in convenience ahead of the wider Spiced Rum category at 70%.
Off-Trade channel director for Pernod Ricard UK Chris Shead saidd: “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. 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.”