Echo Falls, the UK’s number one flavoured wine brand[1], is adding a refreshing summer-inspired variety to its successful Fruit Fusion sparkling range. The Passion Fruit and Sicilian Lemon Sparkling Fruit Fusion is launching on the 28th March across grocery, convenience, and wholesale channels.
Echo Falls’ Fruit Fusion is now worth £46 million and already boasts the top-selling Summer Berries variety. The new edition has a slightly sweet but delicate and refreshing flavour, and is expected to appeal to loyal Echo Falls shoppers, as well as encourage the brand’s target audience of younger consumers (25 – 34 years) into the wine category.
The product launch is supported by in-store advertising and digital activation, to build further awareness and excitement around the brand, whilst Echo Falls’ latest campaign, ‘Phone on Silent, Girls on Loud’, will continue to run throughout the summer months.
Alexandra Colson, Senior Brand Manager, Echo Falls said: “The share of sparkling fruit flavoured wine within the flavoured wine category is up by 19% in volume, compared to last year[2], as shoppers become more adventurous and look to expand their wine repertoire. To tap into this growth, we are extending our Fruit Fusion Sparkling range with this innovative product, which has already performed well in our consumer testing.
“Both Passion Fruit and Sicilian Lemon are ranked within the top 10 for flavoured alcohol product launches in the past five years[3], and by adding the Sicilian provenance, we are signalling quality to our customers. Our Fruit Fusions range is perfect for recruiting younger consumers to wine and we’re confident this new variety will be a hit as we enter the summer months.”
Echo Falls Passion Fruit and Sicilian Lemon Sparkling Fruit Fusion (5.5% ABV) is available across grocery, convenience, and wholesale channels with an RRP of £5.50 from 28th March.
[1] Nielsen Scantrack data to WE 09.10.21
[2] Nielsen database to WE 01.01.22
- Innova Market Insights 2021
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