Lambrini, the leading Perry brand in the UK, has revealed a new look and marketing campaign aimed at boosting shopper awareness both in and out of store.
The updated branding is claimed to deliver a “contemporary and eye-catching look that helps Lambrini stand out on shelf as a modern, fun, and appealing brand”.
The redesign will be complemented with in-store materials highlighting a range of serves that encourage drinkers to trial Lambrini in different ways. Lambrini is partnering with star of Ru Paul’s Drag Race, Baby, in a new digital campaign that champions “being yourself and truly enjoying life”.
Lambrini currently holds 60% of Perry category value and has a 26% value share of the Perry and Flavoured Wine sector across the total market. The new campaign aims to attract additional consumers to brand at-home across 2023.
Charlotte Jefferies, Marketing Manager, Accolade Wines, said: “Lambrini is already the number one brand in the category with the highest shopper loyalty within Wine and Perry. Our redesign, marketing campaign and upweighted shopper support will strengthen our position within the category and ensure that we’re truly delivering for our retailers this year.
“We know that, now more than ever, consumers are watching what they spend, but they still want to have a good time. Bigger nights out are becoming less regular but having fun at home is on the rise, Lambrini is the perfect way to enjoy a great night in and still make it feel special. With a range of great serves and an eye-catching new design, Lambrini is absolutely going to add some sparkle for sales, shelves and shoppers in 2023.”
