Lambrini, the perry (pear-based wine) brand produced by the UK's Halewood International, has been launched in a small-format 275ml bottle, adding to its already well-known 75cl and 1.5ml formats.
The new bottle, created by the UK's Rockware Glass, comes in a four-pack format, and is designed to give extra momentum to the leading perry brand in the UK. Lambrini is marketed primarily at 18-34-year-old women and currently sells in excess of 24 million bottles a year.
The 275 ml bottle will target primarily the RTD sector, where pre-mixed spirits are generally served in this size of bottle. The drink is meant to be drunk straight from the bottle with a straw, according to Halewood, which believes that this size will be a hit with its core female audience.
Halewood International's marketing manager Richard Clark said: "Lambrini already has an incredible following among young 18-34 year-old women, something which has been proven by explosive sales.
"With the introduction of the lively 275ml multi-pack, we believe that the brand loyalty enjoyed in the off trade will grow with this new four-pack offering as we are offering a concept that is about value for money and many different drinking occasions."
He concluded: "The perry category has achieved 8 per cent growth year on year and Lambrini has maintained its growth in line with the market, topping the lot with a 50 per cent share."