Lamb's Navy Rum has joined forces with the Royal National Lifeboat Institution (RNLI) for the first time in an on-pack promotion that offers a two-week cruise holiday.
Nearly 100,000 bottles of the Halewood rum are being rolled into the off-trade with competition information on a neck collar.
For each of the first 25,000 competition entries received, Lamb's Navy Rum will donate £1 to the RNLI.
The charity link was a "perfect fit", said Sue Beck, senior brand manager.
"The promotion will increase awareness of Lamb's seafaring heritage and attract new consumers."
Nearly 100,000 bottles of the Halewood rum are being rolled into the off-trade with competition information on a neck collar.
For each of the first 25,000 competition entries received, Lamb's Navy Rum will donate £1 to the RNLI.
The charity link was a "perfect fit", said Sue Beck, senior brand manager.
"The promotion will increase awareness of Lamb's seafaring heritage and attract new consumers."
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