Lamb's Black Sheep Spiced Rum
Lamb's rum, one of the top-selling rum families in Canada, experienced a decline in retail volumes and a 5% decline in retail value when compared to last year, which is similar to trends seen in the white rum segment (5% decline in both retail volume and value) for which Lamb's rum is heavily weighted. Growth in the rum category has been entirely driven by spiced rum. During the months of 2012, the Company re-launched its spiced rum variant, Lamb's Black Sheep, offering an improved flavour profile and new packaging. Since the re-launch, Lamb's Black Sheep has had promising results, with retail volume and retail value growth of 7% and 9% respectively.