Halewood International is repositioning the light variant of Lambrini.
Now named Luci by Lambrini, the bottle features a new label design and a reduced ABV of 3.5%. It contains just 29 calories per 124ml serving, and 75cl bottles are available to the off trade now.
The move is designed to capitalise on the 64% of Lambrini drinkers who said they would purchase a lower-alcohol variant if available, and to provide differentiation from the rest of the Lambrini range.
Brand manager Lorna Tweed says: “The repositioning will help Lambrini reach those consumers who want a low-calorie or lower-ABV alternative.”
The launch will be backed by a social media campaign and PR activity.