Lambrini has revealed a brand-new look and marketing campaign to boost shopper awareness both in and out of store.
The updated branding delivers a contemporary and eye-catching look that helps Lambrini stand out on shelf as a modern, fun, and appealing brand. The subtle use of the pear links to the taste of the perry, the No. 1 purchase driver of Lambrini, and the foil bubbles bring in the sparkling nature that we know consumers love.
The redesign will be complemented with in-store materials highlighting a range of simple, delicious serves that encourage drinkers to trial Lambrini in different ways. Igniting the party spirit further, Lambrini is partnering with Baby, star of RuPaul’s Drag Race, in a new digital campaign that champions being yourself and truly enjoying life.
As category leader, Lambrini currently holds 60 per cent of Perry category value and has a 26 per cent value share of the Perry and Flavoured Wine sector across the total market. The new campaign is set to encourage additional fun-seeking consumers to enjoy the brand at-home across 2023 and beyond. The brand over-indexes with 18-25s as well as shoppers with a preference for sweeter tastes, with a lower ABV of six per cent versus the wine category overall.
“Lambrini is already the number one brand in the category with the highest shopper loyalty within Wine and Perry," said Charlotte Jefferies, Marketing Manager, Accolade Wines. "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.”
