Drinks manufacturer and distributor Halewood International is set to continue its bartender education programme in the on trade with the continuation of its 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 city tour of 2009, which ran in ten cities nationwide and generated brand awareness and listings in bars across the country.
Bartenders from each city will be invited to tasting sessions where they will be given the 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 a range of Lamb’s spiced rum cocktails.
The first event will take place on May 20 in Edinburgh at Tonic Bar, followed by Glasgow on May 27 and Birmingham on June 10 with venues to be announced.
Sue Beck, senior brand manager said: “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 that 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.”