The nation’s number one brand of Perry[1], Lambrini, has announced its latest ‘Bring the Brini’ campaign in partnership with Denise Van Outen; the brand’s first big activation since it was acquired by Accolade Wines in June 2021.
Celebration is a key motivation for purchasing Lambrini and the ‘Bring the Brini’ social campaign encourages consumers to enhance those everyday moments with an extra sense of celebration and fun, whether that’s successfully getting the kids to bed or meeting with friends on a Friday night.
The partnership will see Lambrini and Denise Van Outen inspire ‘Bring the Brini’ moments amongst consumers via lifestyle imagery and videos shared on their social channels. The content will feature Lambrini’s core consumption occasions of relaxation and partying, with a celebratory twist and a nod to the 90s era, when Lambrini was created.
Lambrini currently holds 60% of the Perry category value and has a 26% value share of the Perry and Flavoured Wine sector in the total market[2]. This increases to 46% of the Perry and Flavoured Wine sector in the impulse channel alone[3], highlighting the importance of the brand for convenience shoppers and missions.
Lambrini continues to grow in relevance as it meets the needs of alcohol drinkers making more mindful choices. At 6% ABV, Lambrini offers drinkers a lighter alternative to sparkling wine, providing a perfect lower ABV companion for cocktail recipes or for those looking to moderate their consumption.
Denise Van Outen said about the partnership: “Those of you who have read my autobiography will know that I’ve always thought of myself as a ‘Lambrini girl’, and I still really enjoy relaxing at the end of a busy day with a glass of Lambrini in hand. That’s why I’m so excited to be partnering with Lambrini over the next few months to help them ‘Bring the Brini’ to all you lovely lot.”
Tom Smith, Marketing Director – Europe, Accolade Wines, said: “Lambrini recruits a younger drinker who is less likely to buy traditional wine as they have a preference for lighter, sweeter tasting products and lower alcohol drinks. These consumers are also becoming more financially strained and are looking for good value, accessible drinks[4]. We’re looking to raise awareness of the brand within this demographic, which is why the campaign will focus on social media.
“’Bring the Brini’ is about celebrating the everyday and encouraging our audience to celebrate themselves. We’re partnering with Denise Van Outen as our brand ambassador because she embodies the carefree, fun-loving spirit of the brand.
“Lambrini helps the wine category reach new consumers and occasions. This is the first big activation since we acquired the brand and it will give Lambrini a new, refreshed image and voice, as well as laying the foundations for more exciting projects to come.”
[1] Nielsen Scantrack MAT 29.01.22
[2] Nielsen Scantrack MAT 29.01.22
[3] Nielsen Scantrack MAT 29.01.22
[4] Kantar Worldpanel 52 we 26.12.21
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