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Wholesaler LWC Drinks has secured listings for two of its own label Old J rums in Morrisons.

Old J Spiced Rum and Old J Cherry are now being sold in 360 Morrisons stores across the country as well as online.

The two SKUs are the first of LWC’s ‘Signature Brands’ range to be stocked by the superstore.

The 70cl bottles are priced at £21.

The on-trade supplier diversified into retail distribution at the start of the pandemic with Spar, Asda and Booths. It has since called time on its tie-up with Asda and partnered instead with Morrisons. 

LWC MD Ebrahim Mukadam told The Grocer sales into multiple retailers had increased by 30% in the past seven months as it continued to ramp up this distribution channel.

“We’re honoured and delighted that Morrisons have listed two flavours from the six-strong portfolio of unique and versatile Old J rums and we’re eager to introduce the brand to consumers over the coming months,” said Old J Rums brand manager Nic Ponticakis.

“We’ve seen the popularity of flavoured and spiced rums continue to grow, and more so over the last 12 months, so we are confident that Old J Spiced Rum and Old J Cherry flavours will provide Morrisons with a significant sales opportunity as well as provide consumers with a go-to drink should they want it combined with a simple mixer or as part of a delicious cocktail.”

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