Lambrini Rose will go on sale at the end of the month with a recommended retail price of between £2.49 and £2.99. It will also be available in a single-serve format for the on-trade, the brand's first major foray into this channel.
The rose variant is made using blended Italian grape juice and has an ABV of 5.5%. As with the core Lambrini product, it is semi-sparkling, and will be aimed at 18- to 30-year old women.
The launch will be backed by a £5m campaign that will run over the next 12 months. Activity will include sampling, TV and press.
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