Halewood International is launching new diet and cherry versions of its supermarket blockbuster brand, Lambrini, and consolidating its RTD range as part of a changing strategy.
The new Diet Lambrini, which contains half the calories of the original perry and has a slightly lower abv of 6%, is aimed at appealing to the brand’s core audience of women aged 18-45.
Halewood marketing controller Richard Clark said many Lambrini drinkers dieted and tended to stop drinking when they did so.
“There’s incredible loyalty to the brand but our customers were telling us they wanted a low calorie version,” he said. Its nearest competitor was Bacardi Breezer Diet Lemon but there were no comparable diet wines, he said. Lambrini, which has a £45m or 55% share of the perry market in the off-trade and is growing at 10% a year, is also launching a Cherry flavour.
Halewood is innovating many of its core products and has taken the decision to concentrate support for its Red Square Vodka Ice range into five core brands - Pink, Blue, White, Purple and Red Square Vodka Lager. Other colours would still be available, it stressed.
“Retailers are concentrating on a smaller range of RTDs with a real point of difference rather than 20,” said Clark.
The company is spending £500,000 promoting its new Brazilian bottled lager A Marca Bravara and has gained a listing with Sainsbury for the four-pack from September. It is also set to launch a TV ad for Red Square Reloaded later this year.
The new Diet Lambrini, which contains half the calories of the original perry and has a slightly lower abv of 6%, is aimed at appealing to the brand’s core audience of women aged 18-45.
Halewood marketing controller Richard Clark said many Lambrini drinkers dieted and tended to stop drinking when they did so.
“There’s incredible loyalty to the brand but our customers were telling us they wanted a low calorie version,” he said. Its nearest competitor was Bacardi Breezer Diet Lemon but there were no comparable diet wines, he said. Lambrini, which has a £45m or 55% share of the perry market in the off-trade and is growing at 10% a year, is also launching a Cherry flavour.
Halewood is innovating many of its core products and has taken the decision to concentrate support for its Red Square Vodka Ice range into five core brands - Pink, Blue, White, Purple and Red Square Vodka Lager. Other colours would still be available, it stressed.
“Retailers are concentrating on a smaller range of RTDs with a real point of difference rather than 20,” said Clark.
The company is spending £500,000 promoting its new Brazilian bottled lager A Marca Bravara and has gained a listing with Sainsbury for the four-pack from September. It is also set to launch a TV ad for Red Square Reloaded later this year.
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