Rosé Lambrini, which is made from grape must and blended Italian grape juice rather than perry, has been developed to capitalise on the fast-growing rosé wine category.
It will go on sale in a number of grocery multiples from the end of the month, including Sainsbury’s and Asda, at £2.49-£2.99 rrp and 5.5% abv.
Richard Clark, head of innovation, said: “Rosé is an established category and Lambrini isn’t for leading edge consumers, they are followers. This is an everyday wine ideal for the current economic climate.
“We believe there is a real opportunity to capture a significant slice of the fast-growing rosé market and at the same time reinforce the brand’s positioning as a wine-style drink.”?The new product is being targeted at 18 to 30-year-old women.
Clark said the product is considerably less sweet than its Lambrini Peach and Cherry variants. Halewood International has committed a £5 million marketing support package to the overall Lambrini brand including TV, press and a sampling campaign.