Admiral Vernon Old J Spiced Rum is being launched by wholesaler LWC Drinks to tap into the gap left for a “sweet, spiced rum with vanilla and lime.”
Tom Hurst, brands manager at LWC, has previously worked for First Drinks and was part of the team that developed Sailor Jerry. “We are hoping to pick up fans of the old Sailor Jerry rum and also to attract new drinkers into the category,” said Hurst.
“We believe that the taste will really make Admiral Vernon stand out and will be happy to undertake a 'Pepsi Challenge' against any of the competition.”
Admiral Vernon Old J Spiced Rum is aimed at the 18 to 25 males and females who socialise in premium and mainstream circuit bars. The main thrust of the initial marketing phase will be happening in Manchester. “This is a cool brand and so we will be working to align it with the music scene in the city,” Hurst said.
“Promotional campaigns will centre around sampling, social networking and up and coming creative talent such as DJs, bands and artists.”
There was a consumer backlash against Sailor Jerry when it was relaunched with a new recipe to tone down the sweetness of the rum and its vanilla and lime flavours. Protesters argued the changes made the rum taste no different to others on the market and mounted a 15,000 strong Facebook campaign to boycott the product.