9 June 2009 Lamb's Spiced Rum's Summer Events

9 June 2009

Lamb's Spiced Rum's Summer Events

UPFRONT, news, night online, COMMENTS

Leading independent drinks manufacturer and distributor Halewood International is adopting an on-trade seeding strategy for its new Lamb’s Spiced Rum to target listings in independent style bars. This approach focuses on bartender education with the brand’s ambassador, leading mixologist, Gary Hayward, presenting the new product, giving bartenders the chance to try out the product and culminating in an exciting event in each target city.

The series of summer events will take place in key cities across the UK to engage with the on-trade and highlight the quality of the premium Caribbean Golden Rum infused with cinnamon, lime and vanilla. The events will also introduce the on-trade to the choice of six Lamb’s Spiced Rum cocktails, which have been created by brand ambassador Gary Hayward, which include a ‘Chilled Gecko’, Strawberry Daiquiri, Spiced Gecko, Old Spiced, Silence of the Lambs and Lamb’s Spiced Tea.

To add extra spice to the events, 10 leading bartenders from each city will be selected for an afternoon with highly respected food and drink specialist Dr Graham Clayton of Leeds University and Gary Hayward. The bartenders will be given the opportunity to learn about the science of taste and flavour and Caribbean Rum. They will then get the opportunity to enter a competition to create their own unique blend of Rum using different infusions. The judges will announce the winning blend at the summer evening event.

The summer events were launched in the North, with Boutique Bar in Leeds hosting the first event (pictured). Guests, invited from independent lifestyle bars in Leeds, were treated to an evening infused with spice as they got to experience Lamb’s Spiced Rum cocktails and mix with friends. Many guests enjoyed a relaxing massage by the Lamb’s Spiced Gecko Girls and adorned themselves with a Gecko tattoo.

Other Northern events will take place in Manchester at Socio Rehab on 25 June and in Liverpool at The Peacock on 2 July, with the full UK Summer seeding and event schedule being announced in phases over the coming weeks.

Commenting on the Lamb’s Spiced Summer Events, senior brand manager Sue Beck said: “Lamb’s Spiced Rum is proving to be a real hit with the on and off-trade and has introduced the Lamb’s brand to many new consumers. We have successfully created a product that retains the heritage of our brand, whilst developing a high quality liquid and brand proposition that is already appealing to a younger audience.

“We recognised a major opportunity to engage bartenders with the brand as they are at the heart of our business and play a key role in working with the consumer to help raise awareness of the product. By showing them the versatility of the liquid and by presenting our unique cocktails that Gary Hayward has developed for us enables this information to be passed on directly to consumers.”

If you are an independent lifestyle bar and you are interested in taking part in the Lamb’s Spiced Summer Events, then please contact Maxine Riley on 0161 942 9988 for more information.

From: Night Online

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