This summer, Echo Falls is unveiling a brand-new look for its entire Fruit Fusions 5.5% and 9.0% portfolio.
Echo Falls, now worth £120m[1], is the UK’s number one fruit fusion and flavoured wine brand with a 54% share of the market[2].
Fruit Fusions 9.0% appeals to Echo Fall’s core demographic of younger wine shoppers, whilst the 5.5% variation has performed well with consumers tapping into the growing trend around moderation.
The fresh new look differentiates between the two variants and aims to support shelf standout whilst maintaining simplicity. Fruit Fusions 5.5% will feature a silver capsule colour, whilst the 9.0% offering will vary in colour depending on the flavour. An enlarged ABV call out will be consistent across the entire range to ensure clarity in-store.
Anne Uva, Assistant Brand Manager, Echo Falls, said: “Fruit Fusions has been a huge success since its launch in 2014, allowing us to recruit new shoppers to the category whilst also pleasing our loyal followers. We know from sales and consumer feedback that there is an audience for both ABVs, with the products catering for different needs and occasions.
“The packaging refresh builds on the rebrand from last year but makes it easy to differentiate between the ABV rates when in-store. We’re looking forward to working with retailers to ensure they stock the right products for their store, helping to grow the category further and boost their sales.
“Echo Falls has long been a trusted brand, especially for a night in with friends, and we’ve rolled out these changes just in time for what is sure to be a busy summer of social events. Whilst we’re currently the nation’s favourite flavoured wine, we believe we can build on this further with our latest Fruit Fusions collection.”
Echo Falls Fruit Fusions 5.5% and 9.0% will be available in grocery, convenience, and wholesale with an RRP of £4.25 and £6.00 from August.
[1] Nielsen Scantrack MAT to 22/05/21
[2] Nielsen Scantrack data 52we May 21
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