Lambrini: 'fun without fizz'
Halewood International is introducing a still version of its Lambrini brand in a 3-litre bag-in-box format.
Positioned as "all the fun without the fizz", it has an abv of 7.5% and will retail for £4.99.
The move comes on the back of continued growth in rosé and light wine styles, according to international marketing controller Richard Clark, who says that, despite being a perry, Lambrini is perceived by core consumers as a wine-style drink.
Lambrini Still will be targeted at 18 to 45-year-old women drinkers who want the convenience of box packaging at picnics and outdoor events.
Clark added: "Lambrini has an incredibly loyal audience base and as well as offering convenience, this product is designed to help us target slightly older women who may be looking to move on to still wines ."
Halewood will invest £5 million in promoting the entire Lambrini range over the next 12 months. Activity will include sampling, in-store POS and a burst of TV ads in July and August.