The Big Idea

Launch one of the original spiced rums to the on-trade

Priestley Group

We were challenged with launching one of the original spiced rums to the on-trade. This was a product designed for bartenders and cocktail aficionados in premium bars so we needed to get it into their hands and then onto their back bars.

Approach

What we did...

Priestley Group

How did we do it? We launched the Lamb’s Spiced Rum ‘Master of the Blend’ competition, led by UK brand ambassador Gary Hayward, Leeds bar owner and top mixologist.

The campaign featured in 13 UK cities nationwide, comprising of a rum blending competition for bartenders, followed by a consumer party.

Bartenders were invited to create a new blend of Lambs Spiced Rum using various flavours and ingredients. Their blends were judged by trade and consumer journalists from each city, alongside Gary and brand manager from Halewood.

We worked closely with brand ambassadors in each city to ensure that we reached the right type of bartender and secure listings in the right type of bar in order to build the brand equity.

Rumpus went on to host a Grand Finale to discover the winner of all winners from the regional heats.

The Results

What we achieved...

0+
Bars and cocktail venues listed in
0new signature serve
The campaign produced the ‘Chilled Gecko’ – now a signature serve for the brand
0Recognition from global rum ambassador
The competition series gained recognition from global rum ambassador, Ian Burrell, who judged the grand final.

Get in touch

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