Devised as part of the Halewood International brand’s ‘Bring the Brini’ relaunch, the joint venture will see Lambrini host shopping events at Joy stores through July and August.
The Manchester experience, held in St Mary’s Gate, will be followed by evenings in Leeds, London Victoria, London Bankside and London Soho. Guests at the first stop on the Bring The Brini Tour can expect three hours of Lambrini sampling, store discount and an in-house DJ.
Lambrini has also hinted at an additional sampling tour of Britain alongside its activity with Joy.
The Bring The Brini campaign has been devised by agency BJL and aims to target women by capturing the spirit of a girly get-together. Alongside experiential activity, it also features a new-look website, a sponsorship deal with TV channel TLC and a social media campaign.
Michelle Raworth, senior brand manager at Halewood International, said: "Bring the Brini represents our most wide-reaching and vibrant campaign in recent years and we’re all excited to now see how consumers embrace the new proposition."
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