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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