Echo Falls is adding a refreshing summer-inspired variety to its Fruit Fusion sparkling range.
Passion Fruit & Sicilian Lemon Sparkling Fruit Fusion (ABV 5.5%, RSP £5.50) launches on 28 March across grocery, convenience, and wholesale channels.
The new edition has a slightly sweet but delicate and refreshing flavour. It is expected to appeal to loyal Echo Falls shoppers, as well as encourage the brand’s target audience of younger consumers (25 to 34 years) into the wine category.
The product launch is supported by in-store advertising and digital activity, to build further awareness and excitement around the brand. Echo Falls’ latest campaign, ‘Phone on Silent, Girls on Loud,’ will continue to run throughout the summer months.
Alexandra Colson, Senior Brand Manager, Echo Falls, said: “The share of sparkling fruit flavoured wine within the flavoured wine category is up by 19% in volume, compared to last year, as shoppers become more adventurous and look to expand their wine repertoire. To tap into this growth, we are extending our Fruit Fusion Sparkling range with this innovative product, which has already performed well in our consumer testing.
“Both Passion Fruit and Sicilian Lemon are ranked within the top 10 for flavoured alcohol product launches in the past five years, and by adding the Sicilian provenance, we are signalling quality to our customers. Our Fruit Fusions range is perfect for recruiting younger consumers to wine and we’re confident this new variety will be a hit as we enter the summer months.”
