Accolade Wines has introduced a new varietal to its Echo Falls portfolio, Malb-Echo Falls.
The launch this summer aims to capture the huge boom in USA Malbec varietal wine, which is growing at 19 percent year on year.
“Echo Falls is perfectly placed to drive further category growth and consumer interest in Malbec as it is a brand of mass scale and popularity which gives consumers the confidence to try a new style of wine,” said David White, marketing director at Accolade Wines.
The new, premium offering has a flavour profile consisting of raspberries, cherries and blackcurrants, with toasted oak and a touch of mocha.
A core audience for MalbEcho Falls is defined as the ‘Juggler’, 30+ females who are eager to try new trend-led products but, as they are busy juggling work and family life, prefer to choose a brand name that they are already familiar with and that they know they can trust to deliver a high quality product.
“Our target audience is very open to discovery and experimentation, and to satisfy consumer demand we have chosen to give MalbEcho Falls a more premium feel, with richer flavour cues and updated packaging to reflect that,” White added.
MalbEcho Falls 75cl (ABV 12.5%) follows on from the recent launches of Summer Berries Pink Gin and ProsEcho Falls earlier this year and will be sold at an RRP of £6.