Lambrini Re-launches Light as Luci

27 Jan 2014 --- Halewood International, the UK’s leading independent drinks manufacturer, has announced a re-positioning for the light variant of its iconic Lambrini brand.

Lambrini Light has been renamed ‘Luci by Lambrini’, and features a new label design and a reduced ABV of 3.5%.  Luci by Lambrini contains only 29 calories per 125ml serving, and will be available in 75cl bottles throughout the Off Trade from early February.

The re-positioning has been announced following research conducted with Lambrini drinkers, which showed that 64% would purchase a lower alcohol variant of the brand if it was widely available.  The new label design also creates differentiation with the other flavours in the Lambrini range.

Luci by Lambrini will be supported through an extensive social media and PR campaign, which promotes light-hearted workouts for Lambrini fans to try out at home, in order to burn calories with friends.  All activity is being promoted through the official Lambrini Facebook page at www.facebook.com/lambrini or can be viewed at http://is.gd/Lambriniates.

Lorna Tweed, Brand Manager for Lambrini at Halewood International, comments: “The new branding of Luci by Lambrini seeks to embody the light nature of the liquid from both a calorie and ABV perspective.  The name ‘Luci’ derives from the Spanish verb lucir, to illuminate, and shortening this to Luci adds the feminine touch that the Lambrini brand is renowned for.

“The re-positioning will help Lambrini reach those consumers who want a low calorie or ABV alternative; a demand which has previously been met by wine brands.  Luci by Lambrini will be available throughout the Off Trade with those retailers that stocked the Lambrini Light brand.”