LMB UK plots a course for Lamb’s Rum distribution
FRENCH spirits firm La Martiniquaise-Bardinet (LMB) UK has announced its distribution plans following its acquisition of the Lamb’s Rum brand.
Set to roll out across all channels in the UK market, LMB UK has plotted out its course for the whole Lamb’s Rum library of spirits including its White Rum, Spiced Rum and Navy Rum variants.
Founded in 1849, Lamb’s Rum brings with it a rich heritage which started in the UK’s capital London where the spirit was originally aged in cellars under the River Thames, which is said to have given rise to its smooth taste.
Despite being bombed out during the Blitz in World War 2, the brand has gone on to enjoy international acclaim and success in markets around the world. According to Nielsen data, Lamb’s Rum accrued over 1million litres in sales volumes across the UK making it the fourth-biggest rum brand in the country.
LMB UK has noted the Lamb’s Rum range is a strong fit for its diverse portfolio which includes the likes of Glen Moray, Bardinet Brandy and Villa Cardea Italian spirits and liqueurs.
By introducing Lamb’s Rum to this range, LMB says it is now looking forward to building on the brand’s strong legacy with an increased investment, refreshed brand proposition and new marketing strategy.
Stephen Watt, commercial and marketing director at LMB UK, said: “We are very proud to welcome Lamb’s to our portfolio and to begin our custodianship of this historic, internationally-renowned rum brand in the UK.
“As a business with a strategic focus on offering our customers quality, authentic and accessible spirits, Lamb’s is a brilliant addition to our line up, and we will be investing to maximise the huge potential we believe it has in all channels.
“The Rum category is experiencing the same challenges as the general spirits sector, but Lamb’s is strongly placed to deliver what today’s the wide range of serves, experiences and occasions that today’s consumers are looking for from brands in the category.
“We are already working on some dynamic investment plans to give Lamb’s the care and attention it deserves, and to maximise the potential we know it has in the UK market.”
