Lambrini

Lambrini is a light and fruity perry that is manufactured in Liverpool by Halewood International. It was first created by the company in 1994. Lambrini dominates the British commercial perry market, with a 53.6% market share in the off trade.[1]

Varieties

Lambrini is available in Original (7.5% ABV), Luci (3.5% ABV), Cherry, Peach and Strawberry (all 5% ABV). A 2009 study on alcohol sold in supermarkets and off licences in North East England identified Lambrini as the cheapest alcohol in the wine category, measured on the price of a unit of alcohol.[2]

Production for a bottle of Lambrini takes about six weeks.[3]

Lambrini has on occasion been accused of deliberate confusion with other wine and perry manufacturers' products beginning with "Lam", such as Lambrusco.[4][5][6]

Marketing

Although Lambrini is not a wine but a perry, it is a marketed more in the style of a wine than of a traditional perry or cider.[7] Its marketing is targeted to women.[8][9] The Committee of Advertising Practice published a new edition of their advertising code in 2005, and the campaign for Lambrini was the first to be found non-compliant.[10] The Advertising Standards Authority banned the ad in question for implying that the drink may bring sexual or social success.[11]

The advertising for the product was changed in 2015 from the slogan "Lambrini girls just wanna have fun", by launching a new "Bring the Brini" marketing campaign.[12]

Implicitly it has been associated with so-called chav-culture, or the lower classes, in Britain. [13]

References

  1. ↑ Nielsen HIL Defined WSD w/e 3rd Jan 2015
  2. ↑ Selling Alcohol at Pocket Money Prices (Report). Balance, North East of England Alcohol Office. January 2010. p. 10.
  3. ↑ Parry, Josh (6 October 2015). "How Lambrini is made: Step inside the factory as the drink turns 21". Liverpool Echo. Retrieved 31 December 2015.
  4. ↑ "Trade mark decision O/132/04". Intellectual Property Office. 11 May 2004.
  5. ↑ Herbert, Ian (9 October 2000). "Legal battle over lambrusco turns into 'sour grapes'". The Independent. Retrieved 31 December 2015.
  6. ↑ McCubbin, Scott (April 2003). "Getting the drinks in". EN the magazine for Entrepreneurs. Excel Publishing Company. Archived from the original on 21 September 2004.
  7. ↑ West, Gillian (26 June 2015). "Lambrini to 'Bring the Brini' with brand relaunch including TLC sponsorship deal". The Drum. Retrieved 31 December 2015.
  8. ↑ Millar, Rupert (14 July 2010). "Lambrini targets female shoppers". The Drinks Business. Retrieved 31 December 2015.
  9. ↑ Morton, Andy (23 June 2015). "Halewood International puts heart into Lambrini redesign to capture female market". just-drinks.com. Aroq Ltd. Retrieved 31 December 2015.
  10. ↑ "Ugly Men Called In For Drinks Firms Ads". Sky News. 27 July 2005. Retrieved 31 December 2015.
  11. ↑ "Drinks adverts told 'no sexy men'". BBC News. 27 July 2005. Retrieved 31 December 2015.
  12. ↑ Bold, Ben (26 June 2015). "Lambrini relaunches with 'Bring the Brini' slogan". Marketing. Retrieved 31 December 2015.
  13. ↑ "Leeds University 'chav party' hockey club punished". 28 February 2018. Retrieved 1 March 2018.

See also

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