Lambrini cuts abv and calories in Luci

27 January, 2014

Halewood International has relaunched Lambrini Light with a new lower abv of 3.5%, just 29 calories per 12.5cl serving and redesigned labels – under the name Luci by Lambrini.

The launch came after Halewood polled Lambrini drinkers and found that 64% would buy a lower-alcohol version of the brand.

It will be backed by a social media and PR campaign suggesting light-hearted work-outs Lambrini drinkers can try at home to burn calories.

Luci will be available in 75cl bottles from early February.

Brand manager Lorna Tweed said: “The new branding of Luci by Lambrini seeks to embody the light nature of the liquid from both a calorie and abv perspective. The name Luci derives from the Spanish verb lucir, to illuminate, and shortening this to Luci adds the feminine touch that the Lambrini brand is renowned for.

“The repositioning will help Lambrini reach those consumers who want a low-calorie or low-abv alternative, a demand which has previously been met by wine brands. Luci by Lambrini will be available throughout the off-trade.”

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