Lamb’s rum, one of the top-selling rum families in Canada, was significantly affected by declining consumer appetite for standard rum and difficult economic conditions in our regional strongholds of Newfoundland and Alberta. Nevertheless, Lamb’s rum is a large and profitable brand for us and we continually find ways to make it relevant to younger consumers in particular.
We scored wins in Newfoundland with our newly launched Lamb’s Pineapple rum and, at the end of the year, with Lamb’s Sociable RTD. Lamb’s Sociable is a pineapple-flavoured rum cocktail in a can, crafted specifically for its key market – where locals say “sociable!” (rather than “cheers!”) when they share a drink with friends.
Also in Newfoundland, we celebrated local stories by running a highly successful Local Hero Competition that invited people to nominate and vote for individuals who had given back to their communities in amazing ways. The grand prize for the most deserving individual was a $20,000 cheque, a song dedicated to them by Newfoundland folk band Rum Ragged, and a party thrown in their honour.
We ran a promotion where if you bought a bottle of Lamb’s, you also received a pair of socks from Wicked Wool Socks, a local company that’s making a name for itself selling socks sporting popular Newfoundland sayings. In this case, one foot read “If you can read this” and the other followed with “Bring me a Lamb’s.”