Lamb's® Rum introduces the Black Sheep of the family
TORONTO, July 29 /CNW/ - Every family has a black sheep, and Corby Distilleries Limited wants you to meet theirs - Lamb's® Black Sheep spiced rum, the newest addition to their line of Lamb's® rums. "As the name suggests, this isn't your traditional spiced rum," says Tess Michelis, Marketing Manager of Lamb's® Rum. "We've combined cinnamon, bourbon vanilla and lime for a fiery flavour that's unlike anything else." Or as one ad suggests, it's "A butcher. In a family of vegetarians." The launch is supported by outdoor, in-bar, and store advertising that salutes free-thinking individuals who follow their own path. The campaign, created by john st., is finished off with the tagline, Here's to you. "With a name like Black Sheep, we thought a lot about what that means," says Kurt Mills, copywriter at john st. "Black Sheep are kind of different, but love 'em or hate 'em, they have the guts to go their own way. This rum is for that guy. Or that part in all of us who wishes he was that guy." "It's a big step for the Lamb's® brand, both in attitude and innovation," explains Colin Kavanagh, VP of Marketing for Corby. "With interest in rum on the rise, we saw an opportunity in the spiced rum category. Consumers want a distinct new flavour, so we developed a rum just for them." The new spiced rum launches this summer in Alberta, Saskatchewan and Newfoundland and Labrador. It's also featured heavily in Lamb's® current 'Pimp my Shed' and 'Pimp my Party' promotions. As well as investing heavily in product formulation and advertising, Corby has also redesigned the packaging for their entire family of rums. "Lamb's® is Canada's third favourite brand of rum. With the launch of Lamb's® Black Sheep spiced rum and a new look for all our bottles, we're looking forward to making even more noise in the category this year," states Kavanagh. About Corby Corby's portfolio of owned-brands includes some of the most renowned brands in Canada, including Wiser's Canadian whiskies, Lamb's rum, Polar Ice vodka and Seagram Coolers. Through its affiliation with Pernod Ricard, Corby also represents leading international brands such as Absolut vodka, Chivas Regal, The Glenlivet and Ballantine's scotches, Jameson Irish whiskey, Beefeater gin, Malibu and Kahlúa liqueurs, Mumm champagne, and Jacob's Creek and Wyndham Estate wines. Lamb's® Family Tasting Notes and Ideal Serves: The product can be sipped over ice but can also spice up a variety of drinks (Tess and Colin both highly recommend Alfred's Gold). << New Lamb's® Black Sheep Spiced Rum ------------------------------------- Aroma: Sweet warm cinnamon, Madagascar-Bourbon vanilla and mellow Demerara sugar Taste: Sweet cinnamon, warm spice followed by the unique Lamb's® smooth rum character. Well balanced. Finish: Warm, lingering flavour Black Sheep and Cola 1.5 oz. Lamb's® Black Sheep spiced rum 3 oz. Cola Garnish with an orange twist. Sweet Heat Spiced Tea 1.5 oz. Lamb's® Black Sheep spiced rum 3 oz. Lemon Ice Tea Build over cubed ice in a high ball Alfred's Gold 1.5 oz. Lamb's® Black Sheep spiced rum 3 oz. Ginger ale Build all over cubed ice. Two wedges of squeezed fresh lemon. Lamb's® Palm Breeze Rum ------------------------- Aroma: A classic gold rum with natural sweet cane and butter rum aroma Taste: Complex blend of sweet island spice and molasses with subtle oak Finish: A warm and lingering spicy dry finish The Local 1.5 oz. Lamb's® Palm Breeze 4 oz. cola Instructions: build over ice in a rocks glass, garnish with a lemon wedge Lamb's® Navy Rum ------------------ Aroma: brown sugar, molasses, heavy island spices and dried fruits. Taste: Warm blend of spice, fruit and oak. A pleasant initial sweetness then reveals the complex mix of island flavours Finish: Pleasant dryness with subtle oak at the finish Navy and Ginger 1.5 oz Lamb's® Navy Rum 4 oz Ginger ale Pour over ice. Stir to taste Finish with a wedge of lime Lamb's® White Rum ------------------- Aroma: Classic light butter-rum notes with the full flavour of sweet cane, vanilla and molasses Taste: A very flavourful light rum with delicate island spice and freshly cut cane Finish: A smooth and gentle lingering sweetness Cape Cod 1 oz. Lamb's® White Rum 3 oz. cranberry juice, 1 oz. orange juice. Garnish with an orange wheel. Please enjoy our products responsibly. /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on the CNW Photo Network and archived at http://photos.newswire.ca. Additional archived images are also available on the CNW Photo Archive website at http://photos.newswire.ca. Images are free to accredited members of the media/ >>
Tess Michelis, Corby Distilleries Limited,
(416) 479-2447,
tess.michelis@corby.ca
