Lambrini Light re-launched as ‘Luci’
27th January, 2014 by Lauren Eads
Lambrini has announced a “re-positioning” of its light version renaming it “Luci by Lambrini” and reducing its abv and calorie content.
Luci by Lambrini replaces Light Lambrini and features a new label design, reduced abv of 3.5% and just 29 calories per 125ml serving.
Its rebranding follows research conducted by drinks manufacturer Halewood International with Lambrini drinkers, which showed that 64% would purchase a lower alcohol version if available.
Lorna Tweed, brand manager for Lambrini at Halewood International, said: “The new branding of Luci by Lambrini seeks to embody the light nature of the liquid from both a calorie and ABV perspective.
“The name ‘Luci’ derives from the Spanish verb lucir, to illuminate, and shortening this to Luci adds the feminine touch that the Lambrini brand is renowned for.
“The re-positioning will help Lambrini reach those consumers who want a low calorie or ABV alternative; a demand which has previously been met by wine brands. Luci by Lambrini will be available throughout the Off Trade with those retailers that stocked the Lambrini Light brand.”
A social media and PR campaign is set to follow which will see the brand promote “light-hearted workouts” for Lambrini fans to burn calories with friends.
Luci by Lambrini will be available in 75cl bottles throughout the off trade from early February.