Echo Falls has extended its Fruit Fusions portfolio with the launch of new Echo Falls Orchard Fruits (ABV 9%, RSP £5.50).
The blush-pink wine is inspired by an orchard walk, with flavours of apple, plum, pear and subtle notes of spice.
Initially available now as a wholesale and convenience exclusive, it is aimed at the brand’s younger (aged 18-30), female audience, who enjoy fruitier, higher ABV options when socialising.
Branded POS and merchandising will support the launch within the wholesale channel, whilst an influencer campaign will run throughout October to raise consumer awareness.
There is high crossover between purchasers of Echo Falls and fruit ciders, and the NPD aims to give shoppers a reason to select Echo Falls when looking for orchard fruit flavours in-store.
Alexandra Colson, Senior Brand Manager, Echo Falls said: “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.”
