Lambrini Pink is to be re-launched with a new look to bring it into line with the rest of the range, which was repositioned last summer to look more like a wine than a perry brand.
The new bottle is a clear sparkling wine bottle with a Champagne-style foil closure, designed to emphasise the drink's pink colour.
"Consumer research shows that Lambrini drinkers view the brand as a wine-style product," said marketing director Richard Clark, at brand-owner Halewood International.
"We reinforced this positioning through packaging that is more in line with a light sparkling wine."
The company added a peach flavour to the Lambrini line-up last July and invested £5m in a TV ad campaign launched in September called Do the Lambrini to attract more target 18 to 24-year-old females into the brand.
The new-look Lambrini Pink will be available in all off-trade outlets from this Valentine's Day, rsp £2.99.
No comments yet