Halewood believes Fake Bake is “perfectly aligned” with Lambrinis target audience

Halewood believes Fake Bake is “perfectly aligned” with Lambrini's target audience

Halewood Wines & Spirits has partnered with self-tanning company Fake Bake to launch a limited-edition pack for its Lambrini perry.

The neon-pink bottles include a "limited-edition" imprint on the neck and a promotional offer for 50% off Fake Bake products bought online. Halewood said the partnership capitalises on Lambrini's position of "inspiring girls to get together and add sparkle to every occasion".

The new SKU, which will sell through grocery and convenience channels in the UK, will be supported by PR and social media activity, including a co-branded blogger event this month.

Lambrini brand manager Emily Cross said Fake Bake is "perfectly aligned" with Lambrini's target audience. "We are confident that the collaboration and customised limited edition design will stimulate demand and draw instant attention from both loyal and new fans."

The new bottle uses a similar type of limited-edition wrap that Halewood used for three SKUs ahead of the holiday season last year. The wraps featured Christmas decorations, including snowflakes, cherries, bow and ribbons.

Why Minimum Unit Pricing could prove a win for both consumers and the drinks industry - Click here for a just-drinks analysis