The nation’s number one brand of Perry[3], Lambrini, and Denise Van Outen are celebrating the LGBTQ+ community with the launch of a new single.

As part of the ‘Bring the Brini’ campaign, Lambrini has worked with Denise to create the music video for her track, ‘From New York to LA’, which is out now to support London Pride (2nd July).

The video is a colourful, proud display of self-expression to honour Pride and features a cast of LGBTQ+ dancers, extras and drag queens. Lambrini bottles and a ‘Bring the Brini’ neon sign feature in the video to drive awareness of ‘Bring the Brini’ and the partnership with Denise.

‘From New York to LA’ is a camp and fabulous cover of Patsy Gallant’s classic 1977 disco hit and features an extra special intro by Drag Race judge Michelle Visage.

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[4]. This increases to 46% of the Perry and Flavoured Wine sector in the impulse channel alone[5], highlighting the importance of the brand for convenience shoppers.

Tom Smith, Marketing Director – Europe, Accolade Wines, said: “We’re proud to celebrate the LGBTQ+ community and join in with the festivities for London Pride with Denise. The video runs alongside our ‘Bring the Brini’ campaign, which encourages our drinkers to embrace the everyday and themselves. Denise Van Outen embodies the carefree, fun-loving spirit of the brand and we hope she climbs the charts with the single.

“This campaign highlights the support we are putting behind Lambrini to drive a new brand perception and applaud our audience. We are putting Lambrini back on the radar for shoppers and the affordable brand has an important role to play in recruiting drinkers to the category.”

Denise Van Outen says: “I’ve always been a big supporter of Pride and I’m proud to be an LGBTQ+ ally for decades now. I wanted to shoot a video that was inclusive and something that everyone could enjoy and sing along to. It was great to collaborate with Lambrini on this feel-good dance record. I hope everyone enjoys Pride 2022 and has an amazing time this summer.”

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.

[3] Nielsen Scantrack MAT 29.01.22

[4] Nielsen Scantrack MAT 29.01.22

[5] Nielsen Scantrack MAT 29.01.22

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