Echo Falls has unveiled a redesign across its entire portfolio, alongside new brand positioning aiming to recruit younger shoppers and expand the category.
The modern and sophisticated design, which incorporates a new ‘waterfall’ asset, will complement Echo Falls’ new brand ethos throughout upcoming marketing and innovation campaigns.
The new positioning as ‘your friend in wine’ aims to attract younger shoppers (35 and under) to the category.
Lydia Freeman, european marketing manager at Accolade Wines, said: “Packaging is a key communication tool for wines. We already have the third highest wine brand awareness in the UK and this full redesign will enable us to grow our core audience (aged 30+) as well as recruiting new shoppers, the under 28s.
“Echo Falls, with its collection of fruit, spirit and botanical fusions, as well as our core range of varietals is the perfect brand to introduce wine to a new audience, boosting penetration for the entire category and increasing the likelihood of trading-up in the future.
“We’re looking forward to working with retailers to ensure they stock the right products for their store, helping to grow the category and boost their sales.”
The redesign is part of a wider £1m marketing spend for the year ahead for the brand. It is available in grocery, convenience, and wholesale from this month.
Last month, Echo Falls introduced its new Botanicals range in two flavours (Melon & Mint and Raspberry & Lavender) to cater to trends for low alcohol and botanical products.
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