Halewood International, the UK’s leading independent drinks manufacturer and distributor has announced that Lamb’s Navy Rum brand will be supporting the Royal National Lifeboat Institution (RNLI) during 2010.

The support will see Lamb’s Navy Rum run a major on-pack programme in the Off Trade in key grocery retailers on nearly 100,000 70cl bottles. The promotion gives consumers the opportunity to win a free two week cruise while at the same time showing their support for the RNLI and the work the lifesaving charity undertakes. Lamb’s Navy Rum will donate £1 to the RNLI for each of the first 25,000 competition entries it receives.

The prize, in association with Fred. Olsen Cruises, offers the winner a 14 night cruise for two people to a destination of their choice from the 2011-2012 Fred. Olsen brochure and the promotion aims to increase consumer awareness of the brand’s seafaring heritage and attract new consumers to the brand.

The RNLI is an independent charity, funded by voluntary donations. Providing a 24-hour lifeboat search and rescue service around the coasts of the UK and Republic of Ireland, volunteers are at the heart of the RNLI relying on more than 4,600 of them to crew the lifeboats and 35,000 volunteers to help raise the funds it takes to keep the charity afloat. The RNLI has an active fleet of more than 300 lifeboats, for more information about the work the RNLI undertakes please visit www.rnli.org.uk.

Sue Beck, Senior Brand Manager for Lamb’s Navy Rum comments: “This is the first time that Lamb’s Navy Rum has supported a charity in this way. The RNLI provides a perfect fit for the brand due to Lamb’s long standing synergy with the sea which dates back to 1849.

“The RNLI is a unique organisation that is held in a special place by the British public and, since the RNLI was founded in 1824, its volunteer crews have saved more than 139,000 lives. We are proud to be able to support such a good cause. With nearly 100,000 promotional bottles due on shelf in major Off Trade outlets across the country, we anticipate the promotion to be clearly visible and consumer interest to be high enabling us to donate the full £25,000 to the charity.”

Entries for the prize draw can also be made at www.lambsnavyrum.com. The competition closes on 31st October and all T&Cs can be found on the website. For more information on the RNLI please visit www.rnli.org.uk.

For more information contact:
Victoria Rose T: 01625 822601 E: Victoria.rose@europe.mccann.com
Abi Whitfield T: 01625 822438 E: abi.whitfield@europe.mccann.com