Lambrini is a light and fruity

perry Perry, also known as pear cider, is an alcoholic beverage made from fermented pears, traditionally the perry pear. It has been common for centuries in England, particularly in Gloucestershire, Herefordshire, and Worcestershire. It is also made ...

or pear cider that was created by

Halewood Artisinal Spirits Halewood is a town in the Metropolitan Borough of Knowsley in Merseyside, England. It lies near the city of Liverpool's southeastern boundary, bordered by the suburbs of Netherley, Hunt's Cross and Woolton. Historically a part of Lancashire, ...

in 1994. It has been owned by

Accolade Wines Accolade Wines is an international wine business with headquarters in South Australia and corporate offices in Melbourne. It has been owned by The Carlyle Group, an American private equity company, since 2018. Accolade, which predominantly uses ...

since June 2021. Lambrini dominates the British commercial perry market, with a 53.6% market share in the off trade.

Varieties

Lambrini is available in Original (6%

ABV Alcohol by volume (abbreviated as ABV, abv, or alc/vol) is a standard measure of how much alcohol (ethanol) is contained in a given volume of an alcoholic beverage (expressed as a volume percent). It is defined as the number of millilitres (mL) o ...

), Luci (3.5% ABV), Cherry, Peach and Strawberry (all 5% ABV). A 2009 study on alcohol sold in supermarkets and off licences in

North East England North East England is one of nine official regions of England at the first level of ITL for statistical purposes. The region has three current administrative levels below the region level in the region; combined authority, unitary authorit ...

identified Lambrini as the cheapest alcohol in the wine category, measured on the price of a

unit of alcohol Units of alcohol are used in the United Kingdom (UK) as a measure to quantify the actual alcoholic content within a given volume of an alcoholic beverage, in order to provide guidance on total alcohol consumption. A number of other countries (in ...

. Production for a bottle of Lambrini takes about six weeks. Lambrini has on occasion been accused of deliberate confusion with other wine and perry manufacturers' products beginning with "Lam", such as

Lambrusco Lambrusco (; ) is the name of both an Italian red wine grape and a wine made principally from said grape. The grapes and the wine originate from four zones in Emilia-Romagna and one in Lombardy―principally around the central provinces of Mode ...

. Around 2018 Lambrini's alcohol content was reduced to 6.8%, and in early 2020 Lambrini reduced bottles from 150cl to 125cl, and reduced alcohol content further to 6% ABV.

Marketing

Although Lambrini is not a wine but a perry, it is a marketed more in the style of a wine than a traditional perry or cider. Its marketing is targeted at women. The

Committee of Advertising Practice The Committee of Advertising Practice (CAP) is a British organisation responsible for the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing, which is the main code of practice for self-regulation of the non-broadcast a ...

published a new edition of their advertising code in 2005, and the campaign for Lambrini was the first to be found non-compliant. The Advertising Standards Authority banned the ad in question for implying that the drink may bring sexual or social success. The advertising for the product was changed in 2015 from the slogan "Lambrini girls just wanna have fun", by launching a new "Bring the Brini" marketing campaign. Implicitly it has been associated with so-called

chav "Chav" (), also "charver", "scally" and "roadman" in parts of England, is a British term, usually used in a pejorative way. The term is used to describe an anti-social lower-class youth dressed in sportswear. * * * * "Chavette" is a related te ...

-culture in Britain.

References

External links

* British alcoholic drinks Companies based in Liverpool Alcoholic drink brands {{Drink-stub

Varieties

Marketing

See also

References

External links