- Echo Falls has partnered with social media sensation GK Barry to launch a limited-edition Summer Berries Fruit Fusion 9% bottle
- The collaboration aims to boost relevance among younger shoppers and inject energy into the fruit wine category
- The partnership is backed by a digital-first campaign and influencer support to drive visibility and shopper engagement
Wine brand Echo Falls has partnered with social media sensation GK Barry to launch a limited-edition Summer Berries Fruit Fusion 9% bottle – the juicy, fruit-packed blend bursting with vibrant berry flavours that delivers refreshment with serious personality.
Available now, the collaboration is a strategic move to boost relevance among younger shoppers and inject energy into the fruit wine category, building on Echo Falls’ position as the number one flavoured wine brand in the UK [Nielsen 52w/e 19.04.25].
With 58 per cent of UK adults saying they buy food and drink that sparks conversation, and nearly half having purchased something promoted by a social personality [Mintel], Echo Falls said this campaign taps directly into shopper behaviour.
Fruit Fusions remains a powerhouse for the brand, contributing to a total RSV of £35 million. With over 6.4 million units sold last year, Echo Falls Fruit Fusions continues to outperform in a challenging market - offering shoppers an accessible, great-tasting lower ABV wine option that pops on-shelf and over-indexes with younger demographics.
GK Barry with Echo Falls Summer Berries Fruit Fusion bottle
Rooted in authenticity and designed in close collaboration with GK Barry herself, the limited-edition bottle brings her signature unfiltered charm to life through bold visuals and playful on-pack messaging, making it a true conversation starter, both on shelves and at summer social occasions.
“This partnership is about meeting shoppers where they are - with flavour, fun, and a familiar face they trust,” Tom Smith, marketing and category director at Vinarchy, said.
“We know Echo Falls resonates with this generation of wine consumers, but this collaboration supercharges that connection. It’s fun, fruity and full of personality - exactly what shoppers are looking for this summer! In a category that’s seen fewer NPD launches recently, we’re excited to bring a real sense of energy back into the aisle by giving loyal fans something new, while also recruiting new consumers and broadening wine’s appeal.”
GK Barry said: “When Echo Falls slid into my DMs, I honestly couldn’t say no - I’ve been a fan of Summer Berries for years, so to have my own bottle? Iconic. Summer Berries has always been my go-to, so giving it the full Barry treatment was a dream. It’s loud, it’s juicy, and it’s got main character energy - just how I like it.”
Backed by a digital-first campaign, including exclusive GK Barry content and influencer support, as well as an unmissable 360 degree shopper campaign, both in-store and online – the launch is designed to drive visibility and shopper engagement at every touchpoint. The brand is also linking up with social community, The Girlies Guide for a series of unmissable all-female events.
Vinarchy is a new global wine company launched in April, combining the assets of Accolade Wines with the Australian, New Zealand and Spanish wine businesses formerly owned by Pernod Ricard.
Echo Falls Summer Berries Fruit Fusion 9% bottle has an RRP of £5.50.