Wine brand Echo Falls has expanded into a new category launching its first ever Rosé Seltzers, targeting consumers looking to moderate their alcohol consumption.
Available in three on-trend fruit fusion flavours: Blueberry and Hibiscus, Strawberry and Pink Pepper and Raspberry, Lychee & Rose, the 250ml (4.5%) cans contain only 69kcal, also appealing to those cutting back.
The launch comes as the drink is predicted to witness the highest growth rate within the UK’s ready-to-drink category over the next five years, with the trend for hard seltzers booming as a lighter alternative to traditional drinks such as beer or wine.
The leading fruit fusion and flavoured wine brand hopes to capitalise on this trend by introducing the Rosé Seltzers – a light and refreshing mix of Rosé wine, sparkling water and no artificial fruit flavours – as a lower alcohol and lower calorie drink in convenient packaging formats.
“Blurring alcohol categories are becoming more popular and the trend for hard seltzers is here to stay,” commented Abigail Whithair, innovation commercialisation manager at Accolade Wines.
“Combined with an increased demand for no/low alcohol products, we’re confident that our light Rosé Seltzers will prove popular with UK shoppers. This range aligns with our new ‘your friend in wine’ brand positioning, as we look to bring back younger shoppers (35 and under) to wine and navigate them through the portfolio, who we may have been lost to other categories such as gin.”
The cans are ideal for out of home consumption for those looking for a lighter option to enjoy with friends and they are easy to recycle, catering to the sustainability conscious.
“We’re an important recruitment agent for the whole wine category and these seltzers, as well as our Botanicals collection (5.5% ABV) launched in May, provide a refreshing alternative to wine, especially for Gen Z consumers,” Whithair added.
Echo Falls Rosé Seltzers are available now with an RRP of £2 (available in 12 x 250ml cases).