Lambrini launches strawberry flavour
Halewood International has launched a strawberry variant of Lambrini.
The company said the launch came in response to growing demand for sweet fruit flavours from Lambrini drinkers and other consumers.
An Alcovision poll last summer found that 41% of 18 to 24-year-olds and 28% of all adults favoured sweet alcoholic drinks.
The 5% abv drink comes in 75cl bottles, rrp £2.99, and has already won listings in Asda and Tesco.
It will be available in wholesale and convenience stores from this spring.
Halewood is backing the launch with countrywide in-store sampling programme and promotions linked with Lambrini’s other fruit flavours.
Lambrini brand manager Lorna Tweed said: “The launch of Strawberry is a natural choice for the brand.
“It’s clear that fruit flavours are favoured by our target consumer. In addition to market research, fans of our Facebook page contributed to the decision for this new variant.
“Lambrini Strawberry brings something new and vibrant to the range both in taste and appearance.”
Lambrini’s last fruit flavour launch was Apple & Blackcurrant in 2012.