Accolade Wines, the UK’s leading wine company, has introduced a new Wine on Tap format to its top wine brand, Echo Falls and a range of 50cl bottles as part of its ‘Perfect for …’ proposition.
Known as Festi Falls, the 3 litre double flavour pack is aimed at the growing consumer interest in outdoor occasions driven by festivals, picnics and BBQs.
“Wine on Tap is transforming the image of boxed wine and is a much more enticing presentation than the traditional offering,” says Laurence Hinton, Brand Manager for Echo Falls. “The introduction of a larger format variety from Echo Falls is a no brainer as our shoppers can enjoy their favourite wine in a style that makes it easier for them to enjoy when they are out of the home.”
Echo Falls is known for its innovative approach to wine and the new Festi Falls pack encourages consumers to think inside the box with a limited edition roll out of branded ponchos included in the packaging to ensure rain does not spoil their day in the outdoors.
Priced at £15, the Echo Falls Festi Falls dual flavours are Fruit Fusion Summer Berries, the UK’s favourite fruit fusion, and Fruit Fusion Peach & Mango, offering a unique choice in one convenient Wine on Tap package.
The ‘Perfect for …’ proposition from the company aims to provide consumers with more choice at the wine fixture. Accolade Wines expects to grow the mid-week buying category by offering customers wine in a bottle that suits their volume requirements.
The insights the company has gleaned through its research project Wine Nation, has informed new pack formats that fit with the growing desire to moderate alcohol consumption and the ‘food for tonight’ shopping mission.
“Our consumers are a great barometer of social trends and popular events and occasions so we listen to them and respond as part of our ‘Perfect For’ proposition with formats and varieties that will suit their lifestyle,” Hinton adds.
Among the 50cl range from Accolade Wines is Kumala Reserve Chenin Blanc and Shiraz, Hardys 556, William Hardy, Langhorne Creek Shiraz and Chardonnay and Mud House Sauvignon Blanc. To further gain consumer interest and drive sales, the 50cl bottle is easier to carry home and sits at a lower price point.
“As well as satisfying the need for moderation without wastage, the lower price point encourages consumers to trial and trade up to better quality wines when they want to treat themselves. Our range of 50cl wines is perfectly positioned to cater for these consumers and provide a new profit opportunity for the wine trade,” explains Andrew Nunney, Category, Shopper and Insights Director.