Echo Falls unveils new Orchard Fruits flavour

Wine brand Echo Falls is adding a fresh flavour to its popular Fruit Fusions portfolio with new Echo Falls Orchard Fruits.

Perfect for a cosy night in with friends or getting ready for a night out, the blush pink wine is inspired by an orchard walk, with perfectly picked flavours of apple, plum, pear and subtle notes of spice.

Launching from September, Echo Falls Orchard Fruits (9 per cent ABV) is aimed at the brand’s younger (aged 18-30), female audience, who enjoy fruitier, higher ABV options when socialising.

There is high crossover between purchasers of Echo Falls and fruit ciders, with this NPD aiming to give shoppers a reason to continue to select Echo Falls when looking for orchard fruit flavours in-store.

“Echo Falls Fruit Fusions is an established winner within the wine category,” said Alexandra Colson, Senior Brand Manager, Echo Falls. “We know the brand already plays an important role in recruiting younger people to wine and it’s our job to bring fresh innovations to the table to ensure wine stays relevant.

“Capitalising on the strength of the Echo Falls’ pink portfolio, Orchard Fruits will target existing fruit cider drinkers who take pleasure in the sweet, refreshing taste offered by flavoured ciders. Our audience want fuss-free drinks that can accompany their social occasions, whether that’s a mid-week catch-up, a Saturday night out or boozy brunches.”

Branded POS and merchandising will support the launch within the wholesale channel to increase purchase, whilst an influencer campaign will run throughout October to raise consumer awareness of the innovation.

Echo Falls Orchard Fruits will initially launch as an exclusive in wholesale and convenience, including Parfetts, Bestway and Bargain Booze from September to be followed by grocery listings, with an RRP of £5.50.