Lambrini plans to go down the ‘wine’ road

Research among core 18- to 34-year-old female consumers revealed drinkers viewed the brand as “our fizzy wine” and so new-look packaging is being introduced to give the Lambrini bottle – on both the Original and Cherry variants – more of a wine look. Brand owner Halewood International is also launching Peach Lambrini as a 5.5% alcohol-by-volume brand extension.

The leading perry will be back on TV next month (September) for the first time in three years as part of Lambrini’s £5m 2007 marketing spend. A further burst of heavy advertising, which will include digital, will be screened in the run-up to Christmas. The new ads will continue to use the established “Girls just want to have fun” theme.