La Martiniquaise-Bardinet acquires Lamb's Rum for UK nationwide rollout
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What happened
La Martiniquaise-Bardinet acquired Lamb's Rum from Corby Wine and Spirit for CA$39.2 million (US$28m). The French spirits group began a nationwide distribution rollout of the brand across all channels in the UK starting September 21.
Why it matters
Lamb's Rum is currently the fourth-biggest rum brand in the UK. La Martiniquaise-Bardinet plans to increase investment and implement a new marketing strategy to maximize the brand's potential in the UK market.