Lambrini cherry roll out

Halewood International is introducing its Lambrini cherry variant to the on-trade in 275ml sleeved bottles, as well as relaunching its original variant in the revamped packaging.

The launch will be supported by a £2m marketing campaign, which will include a Lambrini Bikini tour of seven beaches and three cities. Blackpool, Rhyl and Southend will stage Bikini catwalk contests on beach sets in the city centres.

The tour will be supported by Century FM's Singalong Summer promotion and competitions to win sun packs, which include spray tan, sticks of rock and lilos. Lambrini girls will also appear at pubs in the area giving away goodie bags.

Lambrini head of marketing Richard Clarke said: 'The new advertising is quite different but is ideal for the brand and we expect the new variant to prove popular on the back of this campaign.

While Lambrini targets the 18 to 45-year-olds, Clarke said he hoped the new offering would engage more consumers from the 18 to 24-year-old market.

The bottles' sleeves are colour-coded in cherry red for the cherry variant and yellow for original.