Company: Lamb's Spiced Rum
Rsp: £14.49
The competition: Morgan's Spiced, Sailor Jerry Rum
Market size: £26m (golden rum)
The consumer
Although the bottle didn't evoke images of the Caribbean for me, as it was supposed to, the packaging is certainly eye-catching and attractive. It's the kind of bottle that would look great in any drinks cabinet. The taste is good — full of ginger and spices, and sweet without being overly sickly. The rum is quite expensive but I think it's about right for the product. I would spend £14.49 on this bottle and keep it at home for parties and dinners or to drink at special occasions. Four stars (out of five)
Katie Fisher, charity worker, Stratford-upon-Avon
The retailer
I thought it had good shelf stand-out but would have liked to see more consumer communication about taste, origin and mixability. The liquid itself was the wrong side of confected. It had some nice notes of toffee, vanilla and cinnamon but it also had a manufactured sweetness to it that I struggled to get past. That said, the majority will be mixing this with lime and soda or coke. Two stars
Henry Moran, trading manager, Musgrave Retail Partners
The Grocer
As a long-term rum lover, I was expecting to really enjoy this particular product. And I did. As a target consumer for the brand, which is aimed at a younger audience than Lamb's original Navy variant, I am confident that the drink will hit the spot. The original branding and unusual colours of the bottle are attractive and lend the rum strong stand-out appeal. The taste is smooth and sweet, and the rum is almost disconcertingly easy to drink. Four stars
Nicolette Allen, products reporter, The Grocer
Rsp: £14.49
The competition: Morgan's Spiced, Sailor Jerry Rum
Market size: £26m (golden rum)
The consumer
Although the bottle didn't evoke images of the Caribbean for me, as it was supposed to, the packaging is certainly eye-catching and attractive. It's the kind of bottle that would look great in any drinks cabinet. The taste is good — full of ginger and spices, and sweet without being overly sickly. The rum is quite expensive but I think it's about right for the product. I would spend £14.49 on this bottle and keep it at home for parties and dinners or to drink at special occasions. Four stars (out of five)
Katie Fisher, charity worker, Stratford-upon-Avon
The retailer
I thought it had good shelf stand-out but would have liked to see more consumer communication about taste, origin and mixability. The liquid itself was the wrong side of confected. It had some nice notes of toffee, vanilla and cinnamon but it also had a manufactured sweetness to it that I struggled to get past. That said, the majority will be mixing this with lime and soda or coke. Two stars
Henry Moran, trading manager, Musgrave Retail Partners
The Grocer
As a long-term rum lover, I was expecting to really enjoy this particular product. And I did. As a target consumer for the brand, which is aimed at a younger audience than Lamb's original Navy variant, I am confident that the drink will hit the spot. The original branding and unusual colours of the bottle are attractive and lend the rum strong stand-out appeal. The taste is smooth and sweet, and the rum is almost disconcertingly easy to drink. Four stars
Nicolette Allen, products reporter, The Grocer
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