Lambrini launches new flavour10th January, 2012 by Alan Lodge
Halewood International has announced the launch of a new flavour in its Lambrini range to be available in the UK off-trade from this month.
Apple & Blackcurrant is the latest flavour to be added to the existing six flavour variants of the wine-based drink.
A Halewood statement said: “Building on consumer interest in fruit flavoured, lower abv drinks, the new flavour is a response to demand for additional flavours and will sit alongside best-selling Cherry.”
The drink is available in a 750ml bottle with an abv of 5.5%.
The statement added: “Apple & Blackcurrant offers an indulgent-looking deep purple liquid designed to introduce new consumers to the brand and create stand out on shelf while complimenting the other flavours and colours in the range. “
Targeting 21-35 women, the launch of Lambrini Apple & Blackcurrant will be supported by consumer press and PR, social media and sampling.
Sue Beck, marketing controller for Lambrini commented: “The launch of Apple & Blackcurrant is a natural choice for the brand, the two flavours are both recognisable and favoured by our target consumer and this brings something new and vibrant to the range both in taste and appearance.”
Lambrini Apple & Blackcurrant will retail at £2.90.