Leading UK independent drinks manufacturer and distributor, Halewood International is set to continue its bartender education programme in the On Trade with the continuation of its highly successful  Lamb’s Spiced Rum Tour this May.

The company will target independent style bars in three cities with a programme of activity designed to raise the brand profile and educate bartenders through new Brand Ambassador, Rob Worsley.   

The events follow the successful format from the  Lamb’s Spiced Rum city tour of 2009, which ran in ten cities nationwide and generated brand awareness and  listings in major style bars across the country.

Bartenders from each city will be invited to tasting sessions where they will be given the exclusive opportunity to learn about the science of taste and flavour as well as creating their own unique blend of Rum in the Master of the Blend competition using different infusions. The entries will be judged to find a winner and prizes will be presented at each event.

The events will also introduce the On-Trade to a range of Lamb’s Spiced Rum cocktails, which include a ‘Chilled Gecko’, Strawberry Daiquiri, Spiced Gecko, Old Spiced, Silence of the Lambs and Lamb’s Spiced Tea.

The first event will take place on 20^th May in Edinburgh at Tonic Bar, followed by Glasgow on 27^th May and Birmingham on 10^th June with venues to be announced and also a grand final In July where the winners from competing cities from this year and last year will be invited to take part. Full details for this event are currently being finalised.

Sue Beck, Senior Brand Manager comments, “Lamb’s Spiced Rum has generated significant brand growth in the On and Off-Trade since its launch last year and has secured new listings and brand awareness with both bartenders  and consumers.

“There is a major opportunity to engage with bartenders and educate them about the brand. We see bartenders as playing a key role in educating consumers about Lamb’s Spiced Rum.

 “Last year, the Lamb’s Spiced Rum Tour allowed us to show bartenders the versatility of the liquid and present our unique cocktails. The programme engaged and enthused bartenders in a way which then passed directly on to consumers and ultimately resulted in more sales. Due to the success we had last year,  we’re really pleased to be able to continue the tour this year and are looking to drive further awareness and growth  for the brand.”