UK: Halewood launches Lambrini rosé

Halewood International has expanded its Lambrini range in the UK with the launch of a rosé variant.

The company said today (20 April) that it plans to make a "major push" into the country's on-trade with Lambrini on the back of the rosé launch, as well as targeting the off-trade.

The rosé has an abv of 5.5% and will go on sale in a number of grocery multiples from the end of the month with an RRP of between GBP2.49 (US$3.62) and GBP2.99.

The product is being targeted at 18-30 year old consumers with a strong bias towards women.

Halewood International said it believes the product offers "value for money" coupled with a drink that is "considerably less sweet" than its Lambrini Peach and Cherry variants. The product is semi-sparkling, similar to Lambrini original.

Halewood International's head of innovation, Richard Clark said: "We believe there is a real opportunity to capture a significant slice of the fast growing rosé market and at the same time reinforce the brand's positioning as a 'wine style' drink.

"Lambrini consumers see the brand as 'their wine' and this is the basis of our positioning for the brand. Clearly the launch of a rosé product reinforces that positioning and we are confident we will capture significant share of the summer drinks market," Clark said.

The launch will benefit from a GBP5m marketing support package that Halewood has committed to the overall Lambrini brand including TV, press and a sampling campaign.