Independent drinks manufacturer Halewood International has developed a rosé-styled product under the Lambrini brand to capitalise on the fast-growing rosé wine category which now represent around one in 12 of all wines sold in the UK (AC Nielsen).
It is made using blended Italian grape juice and has an abv of just 5.5%, making it suitable for consumers looking for a lighter drink.
The new product is being targeted at 18- to 30-year-old consumers in the C1 C2 and D demographic categories with a strong bias towards women, offering value for money coupled with a drink that is considerably less sweet than its Lambrini Peach and Cherry variants. The drink is semi-sparkling like Lambrini original.
Aimed at both the on- and off-trade, the launch will benefit from the £5m marketing support package Halewood International has committed to the overall Lambrini brand including television, press and a full sampling campaign.
To buy it, callHalewood International