LWC’s Old J and Tubby Tom’s launch on-trade initiative

Old J Spiced Rum – part of LWC’s Signature Brands portfolio – has partnered with condiment brand Tubby Tom’s to launch a limited-edition Pineapple Honey Glaze, infused with Old J Pineapple Spiced Rum.

The glaze forms part of an on-trade summer campaign designed to support the Old J brand in-outlet.

Launching on 1 June and running for 12 weeks, the campaign will roll out in 100 venues across the UK, offering a flavour-led food-and-drink serve that aims to increase rate of sale, extend venue dwell time, and give pubs and bars a point of difference during the competitive summer trading period.

The initiative sees Old J move beyond the bar for the first time, and the serve – promoted across participating sites – will feature six wings glazed in ‘Rum Punch’ sauce and a double Old J and mixer. The selling price is at the outlet’s discretion.

The glaze will be provided free of charge to participating venues in 2.5-litre foodservice jerry cans, issued under a dedicated LWC product code. LWC’s brand activation managers will oversee the roll-out, ensuring that PoS is visible, teams are briefed, and the offer remains front-of-house throughout the campaign.

Nic Ponticakis, brand manager for Old J, said: “This campaign is all about doing things differently. It brings together bold flavour, a bit of fun, and a genuinely new way for our customers to engage drinkers. We’re always looking for creative ways to support our stockists – and this activation is designed to add value where it counts: on menus, in sales, and at the customer experience level.”

The initiative also reflects a growing shift in how drinks brands are engaging with the on-trade, moving beyond simple sales incentives towards more experience-driven partnerships.

Tom Hughes, founder of Tubby Tom’s, added: “We’re all about big flavour and having fun with what we do, and Old J totally shares that mindset. This collaboration was a chance to create something bold, tropical and seriously tasty. We wanted to bring our two worlds together in a way that would really stand out on menus, and we think this glaze does exactly that.”