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.[verification needed]
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.
Production for a bottle of Lambrini takes about six weeks.
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. Its marketing is targeted to women. 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. The Advertising Standards Authority banned the ad in question for implying that the drink may bring sexual or social success.
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.
- Nielsen HIL Defined WSD w/e 3rd Jan 2015
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- West, Gillian (26 June 2015). "Lambrini to 'Bring the Brini' with brand relaunch including TLC sponsorship deal". The Drum. Retrieved 31 December 2015.
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- Bold, Ben (26 June 2015). "Lambrini relaunches with 'Bring the Brini' slogan". Marketing. Retrieved 31 December 2015.
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