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LambriniLambrini is a light and fruity perry or pear cider that was created by Halewood Artisinal Spirits in 1994. It has been owned by Accolade Wines since June 2021.[1] Lambrini dominates the British commercial perry market, with a 53.6% market share in the off trade.[2][verification needed] VarietiesLambrini is available in Original (6% ABV), 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 identified Lambrini as the cheapest alcohol in the wine category, measured on the price of a unit of alcohol.[3] Production for a bottle of Lambrini takes about six weeks.[4] Lambrini has on occasion been accused of deliberate confusion with other wine and perry manufacturers' products beginning with "Lam", such as Lambrusco.[5][6][7] Around 2018 Lambrini's alcohol content was reduced to 6.8%,[citation needed] and in early 2020 Lambrini reduced bottles from 150cl to 125cl, and reduced alcohol content further to 6% ABV. MarketingAlthough 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.[8] Its marketing is targeted at women.[9][10] The Committee of Advertising Practice published a new edition of their advertising code in 2005, and the campaign for Lambrini was the first to be found non-compliant.[11] The Advertising Standards Authority banned the ad in question for implying that the drink may bring sexual or social success.[12] 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.[13] Implicitly it has been associated with so-called chav-culture in Britain.[14] See alsoReferences
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