Halewood International is widening the spectrum of drinking occasions for its 'girls' night out' Lambrini brand with the addition of Bucks Fizz and Bubbly variants.
Launching this week, the 75cl drinks will target a more special occasion than standard Lambrini's 'nights in', including hen parties, birthdays, weddings and anniversaries, according to Richard Clark, head of marketing at Halewood International. "It has always been a party drink and these exciting new products provide further reason for celebrating," he said.
However, he added that bright packaging and a low price point (rsp: £3.29-£3.99 for Bucks Fizz and £2.99-£3.49 for Bubbly) would keep the lines true to the brand's fun, value-for-money positioning. Bucks Fizz is a blend of 46% orange juice and Italian wine that will compete with own label, while the Bubbly variant will be positioned as a fun alternative to Cava.
Both variants have an abv of 5.5% and will be supported by Lambrini's £5m marketing campaign, which will include Lambrini Girl 2006 and World Cup Wives.