Old J Spiced Rum – part of LWC’s Signature Brands portfolio – has partnered with cult 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 exclusive on-trade summer campaign designed to support and hero the Old J brand in-outlet, bringing it to life in a fresh and engaging way.

Launching on 1st June and running for 12 weeks, the campaign will roll out in 100 selected 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, creating a product that blurs the lines between drink and dish. The exclusive Pineapple Honey Glaze – developed with independent flavour specialist Tubby Tom’s – blends honey, tropical fruit, warming spices and a shot of Old J Pineapple for a sticky, rum-laced finish designed for wings, ribs, halloumi, or grilled veg.

 

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 deeper, 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.

 

The activation underscores the value of collaborative campaigns that deliver standout flavours, on-brand experiences, and tangible support for the trade, offering venues a fresh way to engage customers and maximise summer trading opportunities.