Winemaker introduces new Fruit Fusion range variant for Halloween
POPULAR winemaker Echo Falls is adding a Sour Apple variant to its Fruit Fusion range in time for Halloween.
Coming in a 750ml bottle with an ABV of 9% and an RRP of £6, Echo Falls Fruit Fusion Sour Apple is available from August 31 at Booker, Spar, Costco and Unitas depots.
Sour Apple will make its debut across wholesale as a first-to-market exclusive in September, ahead of wider rollout across the grocery channel nationwide from October, putting the new launch on shelves in time for the key Halloween trading period.
The new variant pairs a vivid green liquid with a glow-in-the-dark EF monogram on-pack to provide a timely standout on shelf, says the brand.
It believes the latest addition to its bold flavours-led innovation strategy will bring new shoppers and incremental growth to the category.
The firm highlighted the popularity of colourful, sweet flavours with 18 to 35-year-olds and reckons Sour Apple will help drive product trial.
The launch comes hot on the heels of the Blue Raspberry variant, which has sold more than two million bottles into wholesale and convenience since its launch in March, according to NIQ data.
Now at 26% total market distribution, the flavour is selling almost 80,000 units a week across major grocers – with early NIQ statistics suggesting sales are largely incremental and are driving an uplift across the wider Echo Falls portfolio.
Tom Smith, marketing and category director – Europe at parent firm Vinarchy, said: “Echo Falls Fruit Fusions is about making the category feel more accessible, exciting and relevant to a broader range of shoppers, and we’ve built real equity around flavours that aren’t afraid to stand out.
“Sour Apple has the bold taste and visual impact people associate with Echo Falls but also gives us another highly recognisable flavour with the potential to work at scale.
“There’s plenty more opportunity to explore from here – and we’ve certainly got a few tricks up our sleeve!”
