Echo Falls unveils ‘fruity’ wine for females

Echo Falls is to launch a new range of “fruit fusion” wines targeted squarely at both “newbie” and female wine drinkers.

The range, which features a rosé with summer berries, red wine with raspberry and cassis and white wine with white peach and mango, will be previewed at the London Wine Fair next month ahead of its consumer launch in 1 July.

Amy White, marketing controller for Echo Falls, said: “We know, through research conducted with our flavour house partner, that the newbie consumers are eager to experiment with new flavours and generally have a sweeter tooth, which can make dry wines unappealing to them.

“In the UK, we’ve also seen, through switching analysis, newbie consumers shying away from the wine category and choosing sweeter styles of drinks, like flavoured cider and beer for example.

“We firmly believe our innovative fruit fusion wines will attract a new audience to the brand Echo Falls and the wider wine category as a whole. It’s from here that we then hope to take these consumers on a wine journey to discover the more traditional and complex wine styles, as their tastes and preferences develop and change.”

According to White, the number of wine-based flavoured alcoholic beverages grew by 51% in the UK in the 12 months to June 2013.

The three new variants will be available in full bottle (75cl), priced at £5, and 187ml formats.