Lambrini targets growing rosé market

24 April, 2009

Halewood International has launched a “rosé-style” product as part of its Lambrini brand.

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.

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