Lambrini released in summer edition wrap

Lambrini has unveiled a limited edition shrink sleeve for its 1.5-litre Original light sparkling perry for summer 2017. The new-look bottle is wrapped in a butterflies and flowers motif for a seasonal touch.

Lambrini’s latest SKU will be available throughout major grocers, including Asda, Morrison’s, Co-op, Tesco, One Stop and Sainsbury’s, as well as wholesale and impulse channels. It will be on sale in both standard and PMP from July, while stocks last.

Michelle Chadwick, senior marketing controller for Lambrini at Halewood Wines & Spirits, comments: “This trading period is an important time for many drinks brands and there’s lots of noise to cut through. By creating seasonally relevant limited edition packaging designs, Lambrini has differentiated itself and enhanced shelf standout during this period.

“We saw great success with the limited-edition, love-inspired line, so we’re confident this initiative, which reinforces the brand’s fun and playful personality, will excite both loyal and new consumers."

The limited-edition design will be part of wider PR and social media activity for Lambrini.

15 July 2017 - Sam Coyne The Drinks Report, news editor