Lambrini

Lambrini is a light and fruity perry or pear cider 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 (6.8% ABV) which is a recent change of around 2018, 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] In early 2020 Lambrini reduced bottles to 125cl from 150cl and reduced volume to 5% 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.[7] Its marketing is targeted at 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]

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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.CS1 maint: unfit url (link)
  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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