Echo Falls is supercharging its flavour-led innovation strategy with the launch of Echo Falls Fruit Fusion Sour Apple (nine per cent ABV) – the latest addition to a pipeline designed to bring new shoppers, flavours and incremental growth into the category.
Sour Apple will make its debut across wholesale as a first-to-market exclusive in September, ahead of wider roll-out across the grocery channel nationwide from October, putting the new launch on shelves in time for the key Halloween trading period. The new variant pairs a vivid green liquid with a glow-in-the-dark Echo Falls monogram on-pack, offering a timely point of difference on shelf to maximise visibility.
The launch comes hot on the heels of Blue Raspberry, which has sold more than two million bottles into wholesale and convenience since launch. Now at 26 per cent total market distribution, the flavour is selling almost 80,000 units a week – with early data suggesting sales are largely incremental and are driving an uplift across the wider Echo Falls portfolio.
“Echo Falls Fruit Fusions is about making the category feel more accessible, exciting and relevant to a broader range of shoppers, and we’ve built real equity around flavours that aren’t afraid to stand out,” Tom Smith, Marketing and Category Director – Europe, at Vinarchy.