Lambrini to use sampling and promotions for Strawberry launch
Wednesday March 26, 2014 at 12:29pm
Halewood International, the UK’s leading independent drinks manufacturer, has announced a new Strawberry variant for its iconic Lambrini fruits range, and will be supporting the launch with sampling and price-led promotions. Halewood says Lambrini Strawberry, which is the first addition to the Lambrini fruits range since the launch of Apple & Blackcurrant in 2012, has been created in response to increasing demand for sweet fruit flavours from both drinkers and non-drinkers of the Lambrini brand. Research suggests that 28% of all adults and 41% of 18-24 year olds favour sweet alcoholic drinks, a trend which has been mirrored by Lambrini consumers. Available in 75cl bottles and with a 5% ABV, listings have already been confirmed with Tesco and ASDA and Lambrini Strawberry will also be available throughout the wholesale and convenience channels. To support the launch, Halewood International will be conducting a UK-wide in-store sampling programme as well as promotions linked to the other flavours in the Lambrini fruit range.