Lambrini Ladies to determine election result

Lambrini consumers could be key to determining which party wins next week’s UK General Election.

According to the brand, the electorate profile of Lambrini Ladies is set to become the next Mondeo Man or Worcester Women, nicknames given to the profile of critical UK residents during previous General Elections.

A new report entitled Lambrini Lady – the Lost Political Generation, explores the concerns and importance of these consumers, according to the brand’s UK distributor Halewood International.

The report, which was developed following an independent survey by market researchers and was commissioned by the brand’s distributors to “realign the Lambrini brand in keeping with its consumers and current attitudes” identified more than four million 18-34-year-old British working women who have political views but don’t vote.

Sue Beck, senior brand manager for Lambrini said: “We recognised early on that many of our consumers were being neglected by the politicians and felt the General Election was the perfect platform to highlight how our consumers have changed over the past few years and so much so that they potentially represent the gatekeepers to power if they decide to vote.

“Lambrini is an iconic female brand with a huge consumer base made up of cosmopolitan women of who we are proud to represent,” she added.

Jane Parkinson, 26.04.2010