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Echo Falls targets newcomers to wine category with fruity drinks

Published:  28 May, 2014

Californian wine brand Echo Falls is launching three new fruit-based wines in an effort to recruit new consumers and target its core 18-34 year-old female audience.

The Accolade Wines owned brand will preview the three new wines at next week's London Wine Fair, at stand S52, ahead of July's consumer launch.

Echo Falls Fruit FusionEcho Falls Fruit Fusion wines launchAccolade Wines is launching three fruit fusion wines, incorporating raspberry, cassis and peach and mango flavourings, this summer under its Californian Echo Falls brand.

The new fruit flavoured wines include a rosé with summer berries (9.5% abv); red wine with raspberry and cassis (11% abv); and a white wine with white peach & mango (9.5% abv).

The brand has created a colourful new design, based around the fruit flavours, in an effort to create shelf stand-out. The bottles will also have a 'how to serve' sticker on the front label.

The fruit fusion wines will launch exclusively at Asda on July 1, before becoming available nationwide on October 1.

Amy White, marketing controller for Echo Falls, said: "We know, through research conducted with our flavour house partner, that the newbie consumers are eager to experiment with new flavours and generally have a sweeter tooth, which can make dry wines unappealing to them. In the UK, we've also seen, through switching analysis, Newbie consumers shying away from the wine category and choosing sweeter styles of drinks, like flavoured cider and beer for example.

"We firmly believe our innovative fruit fusion wines will attract a new audience to the brand Echo Falls and the wider wine category as a whole. It's from here that we then hope to take these consumers on a wine journey to discover the more traditional and complex wine styles, as their tastes and preferences develop and change."

Recent figures show a boom in the number of flavoured alcoholic beverages containing wine - they grew by 51% in the 12 months to June 2013. 

The three new variants will be available in 75cl, with an rrp of £5, and 18.7cl formats.