Accolade Wines has launched an on-pack promotion across bottles of Lambrini, offering shoppers the chance to win the ‘ultimate Brini party’.

Entrants have the chance to win a range of prizes, including 10 bespoke parties worth £2,000 and foo £250 custom neon sign vouchers.

To enter, shoppers must buy a bottle of Lambrini with a promotional neck flag and enter its unique code at the bespoke lambriniparty.co.uk microsite.

The competition is accompanied by a campaign asking consumers ‘How do you Brini?’, which suggests different options for Lambrini consumption.

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These options are: straight (just Lambrini), mixed (alongside a fruity flavoured spirit) or spritzed (with something non-alcoholic such as tropical juice).

Tom Smith, marketing director – Europe at Accolade Wines, said: “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.”

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