Echo Falls Blue Raspberry hits grocery shelves amid viral consumer demand

Now available in Asda, Morrisons, Sainsbury’s and Co-op, Blue Raspberry Fruit Fusion is a first-to-market innovation, designed to drive shopper recruitment and incremental sales by tapping into one of the fastest-growing flavour trends across alcohol.

At 9% ABV, the new SKU has been developed to sit confidently across multiple drinking occasions, with a bright blue liquid designed to maximise visibility in chillers and on shelf. As a category-first innovation, Blue Raspberry has quickly become a viral success with over two million bottles sold into the wholesale and convenience channel at launch and millions of organic social impressions, recently returning the brand to growth over the last 12 weeks.

Leveraging the brand’s consistent growth, the disruptive launch looks to recruit new shoppers from RTDs, beer and cider. With Blue Raspberry fast becoming a breakout flavour among 18–35s and over-indexing across neighbouring alcohol categories[2], the brand is converting this cross-category behaviour and demand into incremental sales.

Grocery listings will be supported by bold POS materials and front-of-store digital screens to maximise visibility in high-footfall areas, while social media and above-the-line activity will see targeted sampling to build awareness and drive trial.

Maggie Applegate, Senior Brand Manager at Vinarchy, said: “We know that more people are discovering alcoholic beverages differently – flavour-first, occasion-led and often outside of traditional cues. Blue Raspberry has already demonstrated that meeting this behaviour head-on gives retailers a tangible opportunity to capture that demand with Echo Falls Fruit Fusion, rather than seeing it play out in other categories. Our customers have been searching for the blue bottle, and we’re excited to bring it to the grocery channel so our retail partners can capitalise on this demand.”