Following the successful acquisition of Lamb’s Rum by French spirits group La Martiniquaise-Bardinet, the company’s UK sales and marketing subsidiary, LMB UK, has commenced the distribution of the Lamb’s portfolio this week into all channels in the country.
Founded in London in 1849 as Lamb’s Navy Rum, the brand enjoys a rich and enduring history. Its original ageing process in cellars under the River Thames is said to have given rise to its exceptionally smooth taste. And, despite being bombed out of its premises during World War II, Lamb’s Rum has gone on to enjoy international success in markets around the world.
The brand is a strong strategic fit for LMB UK’s diverse portfolio, which includes Glen Moray Speyside single malt whisky, Bardinet Brandy, Warner’s Gin and Villa Cardea Italian spirits and liqueurs – sharing their common thread of quality, value and relevance for today’s consumers, with potential for growth in the key grocery and convenience channels.
As part of a global business dedicated to the import and distribution of rum for almost a century, LMB UK also has deep expertise and experience in the rum category – and a portfolio that boasts a number of internationally renowned brands including Saint James and Depaz.
Today, Lamb’s is established as the fourth-biggest rum brand in the UK with volume sales of over 1m litres (‘Nielsen GB Tot Cov – Latest 52 Wks – WE 05.09.26) across a portfolio that includes Navy, Spiced, Black Spiced, White and Pineapple varieties.
By integrating Lamb’s Rum into its portfolio, LMB UK is looking forward to building on the brand’s strong legacy with increased investment, a refreshed brand proposition and a new marketing strategy to open up an exciting new chapter for both LMB UK and the Lamb’s portfolio.
‘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,” said LMB UK’s commercial & marketing director, Stephen Watt. “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 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.”
