Building flavour-led wine variants for the market
VINARCHY-OWNED wine brand Echo Falls has expanded on its Fruit Fusion range with a new Blue Raspberry wine.
Aiming to build up its portfolio of flavour first wines, the new variant has launched into wholesalers Booker and Parfetts, as well as local cash and carry outlets, with a three-month exclusivity window.
Vinarchy said this new launch is a “deliberate play for relevance” in a bid to capture consumers’ attention with a unique new bottle for the wine section. Additionally, the liquid’s blue colour will further build on this stand-out on the shelves.
At 9% ABV and £6 RRP, the new Echo Falls Blue Raspberry wine has been developed to sit alongside multiple drinking occasions to encourage trial with consumers, whilst also capitalising on a trending consumer flavour ahead of the wider rollout across the grocery channel.
Within the convenience space, Echo Falls Fruit Fusion Blue Raspberry will be supported with some eye-catching POS materials including pallet wraps and FSDUs to drive visibility across the store in high-footfall areas. Meanwhile, social media and above-the-line activity will encourage targeted sampling opportunities to build up awareness and trial.
Maggie Applegate, senior brand manager at Vinarchy, said: “We know that more people are discovering wine differently – flavour-first, occasion-led and often outside of traditional cues.
“Blue Raspberry is about meeting that behaviour head-on and giving retailers a tangible opportunity to capture that demand within wine, rather than seeing it play out in other categories.
“Putting this into wholesale first has been intentional and the results speak for themselves. It allows independents to back a flavour we can already see resonating across the market and drive incremental spend from shoppers.
“The category must evolve with how people are drinking, and we see this as a clear step forward for both consumers and our wholesale partners.”
