Lambrini is to receive a major marketing investment in the run-up to Christmas as part of what Halewood International describes as its "biggest ever push" behind its leading brands.
Marketing controller Richard Clark said: "The company has a series of initiatives for its key brands including Lambrini, Lamb's Navy rum, Red Square vodka , Sidekick and Tsingtao beer, all with the objective of supporting the retailer in this increasingly competitive and challenging economic climate."
Lambrini has teamed up with fashion guru Kirsty Doyle for a campaign dubbed Desperately Seeking Sparkle, which will allow readers of OK! and Company magazines wine makeovers and merchandise. There will also be online advertising and activity on Facebook, and a number of discount and multibuy offers.
Senior brand manager Caroline Reynolds said: "This programme is the latest stage in our programme to recruit new consumers to the brand and reactivate lapsed consumers. We are confident that the combination of product innovation with strong advertising support and point of sale initiatives will put our retail customers in strong position to drive sales of the brand."