Lambrini brings the ‘Ultimate Brini Party’ to shoppers

Lambrini is kicking off the party season with a new “Ultimate Brini Party” competition to share Lambrini serves and cocktail recipes.

Entrants can win a range of exciting prizes to get them in the celebratory spirit, with ten bespoke parties worth £2,000 up for grabs, plus 500 x £250 custom neon sign vouchers*. To be in with a chance to win, they must purchase a bottle of Lambrini with a promotional neck flag and enter their unique code in the bespoke lambriniparty.co.uk microsite.

The competition is part of the “Ultimate Brini Party” campaign, which explores how fans best enjoy their Lambrini by asking them “How Do You Brini?”. Entrants are given inspiration through the following options: Straight – simply classic Lambrini; Mixed – alongside a fruity flavoured spirit; or Spritzed – with something non-alcoholic, for example a delicious tropical juice.

From birthday parties to everyday moments Lambrini is providing ways to celebrate and embrace the Bring the Brini spirit. The brand currently holds 60% of total Perry category value and has a 29 per cent volume share of the combined Perry and Flavoured Wine market.

With a 6 per cent ABV, Lambrini holds a lower ABV than traditional sparkling wines, making it the perfect cocktail ingredient and lighter alternative for consumers looking to moderate.

“Our new ‘Ultimate Brini Party’ gives shoppers an incentive to buy Lambrini whilst also directing them to our campaign microsite which will feature a variety of exciting serve suggestions to inspire them to try Lambrini in a novel way,” said Tom Smith, Marketing Director – Europe, Accolade Wines. “We know that celebrating is key for Lambrini consumers, and we want to provide an accessible way to enjoy the everyday, themselves, and embrace the Bring the Brini spirit!

“Lambrini is the number one Perry brand[ and continues to grow in relevance, with its lower ABV meeting the needs of alcohol drinkers making more mindful choices. Lambrini also recruits a younger, lower affluence drinker who is less likely to buy traditional wine, instead preferring lighter, sweeter, fruitier tasting products and lower alcohol drinks. These consumers are also becoming more financially strained, therefore looking for good value, accessible drinks, so we wanted to offer something special with this promotion.”

The “Win Your Ultimate Brini Party” neck flags will be available across grocery, convenience, and wholesale.

* Up to £2,000 for people to create the party of their dreams in the comfort of their own home. Prizes booked via Prize Provider (Element London) and can include catering, physical products and service, e.g., DJ, mixologist stylist. Full T&Cs available here. Promotion runs from 1st October 2022 until 31st January 2023.