Halewood International is moving into the growing rosé market with the launch a of a variant of its Lambrini brand to be supported by a £5m marketing campaign.
Lambrini Rosé will be available at the end of the month in both the on and off trade and will be targeted at women between 18 to 30-years-old.
Halewood says it is looking to capture “a significant slice” of the rosé market, which, according to Nielsen, now accounts for one in 12 of all wines sold in the UK.
The independent drinks maker and distributor is to launch an on-trade press and sampling campaign, the first major on-premise push for the Lambrini brand, followed by a digital campaign next month.
A reworking of the 2007 “do the Lambrini” television campaign, created by BJL, will break in September.
The rosé drink will be available on-trade in 275ml single serve bottles and off-trade in 700ml bottles.
The new product is the third Halewood has launched this year following Crabbie’s Alcoholic Ginger Beer in February and Lamb’s Spiced Rum last month.