Echo Falls launches vodka to replicate success of Fruit Fusions in spirits aisle

By Lisa Riley

Published: 01 November, 2017

Accolade Wines has expanded its Echo Falls brand with a flavoured vodka, marking the wine brand’s first foray into spirits.

Echo Falls Summer Berries Vodka, a 37.5% abv tipple, will initially be sold through a selection of retailers, with confirmed listings in Spar, B&M, Savers, Palmer & Harvey, Bargain Booze, Nisa, Today’s Group, Landmark and Bestway.

The NPD would build on the success of Echo Falls’ market leading Fruit Fusions range, said brand manager Laurence Hinton, adding Echo Falls consumers bought vodka on an average 10 times a year, spending around £150.

This launch pushed Echo Falls "beyond the wine aisle and into a new area of growth and profit opportunity" for the trade, he said.

"We have driven the fruit infused wine market from £20,000 a year to more than £72 million annually in three years and we are confident that we will succeed in replicating this success in the flavoured vodka market with Echo Falls Vodka Summer Berries."

The NPD will benefit from a £5 million marketing investment earmarked for Echo Falls for the next year that would see the brand advertised in a “unique and large-scale way”.

“Awareness and trial are central to brand success and we are investing significantly in an integrated plan of above the line, social, digital and experiential activity,” said Hinton.

The bottle design has a unique style with elegant pleating around the neck with the front label strongly featuring the iconic Echo Falls Fruit Fusion design, while the back label is double printed to maximise the brand presence on pack.

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