The promotion will offer consumers a free Lambrolly branded umbrella in return for collecting tokens from bottles of the ciders.
It will run until November and be supported by ads in Cosmopolitan, Glamour, Take A Break, Heat and OK in a bid to reach the brand’s target C12DE 21 to 34-year-old women.
Lambrini Cider will also sponsor show business news slots on selected radio stations.
Brand manager Lorna Tweed said: “Sales have been successful throughout the summer months, despite tough trading conditions which have largely been attributed to the poor weather, and we decided to invest in an autumn promotion to maintain momentum in the run-up to Christmas.”
Promotional bottles of Forest Fruits, Summer Fruits and Apple & Pear ciders will be supplied to supermarkets and the cash and carry trade.