Lambrini: peachy keen to be recognised as a wine

13 July, 2007

Peach will be the next addition to Halewood's Lambrini range.

The latest addition to the sparkling perry range will be launched alongside a TV and print ad campaign in support of Lambrini's repackaged range.

Bottles and front labels have been redesigned to position the brand as a wine rather than a perry, according to marketing controller Richard Clark.

The move comes after consumer research revealed that 75 per cent of people surveyed considered Lambrini a fizzy wine. "We've tweaked the bottle to look more like wine, added a black capsule, removed the neck collar and introduced a foot to give the bottle a more solid base," Clark said.

Lambrini's target audience of 18 to

34-year-old women want a "light style wine drink with a fruity twist ", he added.

The design makeover will be coupled with the launch of Peach Lambrini. It has a 5.5 per cent abv and will go into Tesco and Asda stores from mid-July (rrp £1.99 for a 70 cl bottle). A £5 million marketing campaign will be rolled out in the run -up to Christmas with TV and digital ads, in-store sampling and advertising in the consumer press.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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