Accolade adds rum-wine fusion to Echo Falls sub-brand

Accolade Wines has added a new rum and wine fusion drink to its Echo Falls wine brand, the second in the spirit-wine fusion add-on to be launched this year.

The new 9% abvEcho Falls White Wine and Coconut Rum Fusion combines Echo Falls white wine with rum and sweet coconut and pineapple flavours and has already been listed by Morrisons and Bestway, (RRP: £6)

It comes in response to consumer demand for flavoured rum which is growing at 8.7% YoY[1], the company said, and follows the launch of Echo Falls Rosé Wine and Gin Fusion in March this year.

“The brand has listened to shoppers and added to its wine and spirits fusion portfolio, to provide consumers with a new and exciting product offering,” the company said.

Accolade Wines’ marketing director David White said the brand was looked to target women aged over 30 who already know and trust the brand, as well as more impulsive’ consumers under 30 who are prepared to pay a premium for new and exciting products.

‘’Echo Falls is once again bringing a refreshing and innovative flavour experience to the market, with strong consumer appeal and a new and exciting sales opportunity for the trade ahead of the summer. This is a unique product for people who like the idea of wine but prefer a sweeter style and easy drinking experience,” he said.

The Fruit Fusion range was first unveiled in 2014 and now comprises seven red, white and rose fruit fusion skus, as well as the two spirit-wine blends. Two flavoured spirits were also launched under the brand, a fruit-flavoured vodka in November 2017 and a pink fruit flavoured gin last month.

According to Accolade, Echo Falls is currently seeing year-on-year growth of 2.7% (Nielsen  52 weeks to 23 March 19) with value sales of £62.3m.

Last year value sales of Echo Falls wine, the UK’s number 3 wine brand, fell 9% according to Nielsen (52 weeks 21 April 2018) on volumes down 11.7%.