Lambrini Explained

Lambrini is a light and fruity perry or pear cider that was created by Halewood Artisinal Spirits in 1994. It has been owned by Accolade Wines since June 2021.[1] Lambrini dominates the British commercial perry market, with a 53.6% market share in the off trade.[2]

Varieties

Lambrini is available in Original (6% 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.[3]

Production for a bottle of Lambrini takes about six weeks.[4]

Lambrini has on occasion been accused of deliberate confusion with other wine and perry manufacturers' products beginning with "Lam", such as Lambrusco.[5] [6] [7] Around 2018 Lambrini's alcohol content was reduced to 6.8%, and in early 2020 Lambrini reduced bottles from 150cl to 125cl, and reduced alcohol content further to 6% ABV.

Marketing

Although Lambrini is not a wine but a perry, it is a marketed more in the style of a wine than a traditional perry or cider.[8] Its marketing is targeted at women.[9] [10] 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.[11] The Advertising Standards Authority banned the ad in question for implying that the drink may bring sexual or social success.[12]

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.[13]

Implicitly it has been associated with so-called chav-culture in Britain.[14]

See also

Notes and References

  1. Web site: Accolade acquires Lambrini - Harpers Wine & Spirit Trade News .
  2. Nielsen HIL Defined w/e 3rd Jan 2015
  3. Selling Alcohol at Pocket Money Prices. January 2010 . Balance, North East of England Alcohol Office . 10 .
  4. News: Parry. Josh. How Lambrini is made: Step inside the factory as the drink turns 21. 31 December 2015. Liverpool Echo. 6 October 2015.
  5. Web site: Trade mark decision O/132/04 . 11 May 2004 . Intellectual Property Office.
  6. News: Legal battle over lambrusco turns into 'sour grapes' . 9 October 2000 . Herbert . Ian . . 31 December 2015.
  7. Web site: Getting the drinks in . McCubbin . Scott . April 2003 . EN the magazine for Entrepreneurs . Excel Publishing Company . https://web.archive.org/web/20040921041511/http://www.entheweb.co.uk/article1.php?id=62&page=2 . 21 September 2004 . unfit.
  8. Web site: Lambrini to 'Bring the Brini' with brand relaunch including TLC sponsorship deal. West, Gillian. 26 June 2015. The Drum. 31 December 2015.
  9. Web site: Millar. Rupert. Lambrini targets female shoppers. The Drinks Business. 31 December 2015. 14 July 2010.
  10. Web site: Morton. Andy. Halewood International puts heart into Lambrini redesign to capture female market. just-drinks.com. Aroq Ltd. 31 December 2015. 23 June 2015.
  11. News: Ugly Men Called In For Drinks Firms Ads . 27 July 2005 . . 31 December 2015 . dead . https://web.archive.org/web/20160304201150/https://news.sky.com/story/357829/ugly-men-called-in-for-drinks-firms-ads . 4 March 2016.
  12. News: Drinks adverts told 'no sexy men' . 27 July 2005 . . 31 December 2015.
  13. Web site: Lambrini relaunches with 'Bring the Brini' slogan. Bold, Ben . 26 June 2015. . 31 December 2015.
  14. News: Leeds University 'chav party' hockey club punished. BBC News . 28 February 2018. 1 March 2018.

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