A new peach flavour is to join the Lambrini range as part of a brand repositioning strategy.
Brand owner Halewood International, which has also ditched the name Lambrini Diet for Lambrini Light, said it wanted to place the brand in the fizzy wine category rather than the perry sector, which meant nothing to today's consumers.
"As far as consumers are concerned Lambrini is a fizzy wine," said Richard Clark, marketing controller. "So everything we've done, the new bottle shape, label redesign, adding a black capsule and removing the neck collar has been done to enhance this perception."
Lambrini's target market of 18 to 24-year-old women were interested in wine and fruity drinks and expected lots of variety, said Clark.
The move comes in the wake of a recent revival of the perry category, which has benefited from the boom in cider sales. Most producers now refer to the drink as pear cider.