Echo Falls has added Sour Apple to its wine-based Fruit Fusion lineup.
Sour Apple will make its debut across wholesale exclusive in September, ahead of wider rollout across grocery from October (rsp: £6/750ml).
Designed to maximise impact over the key Halloween trading period, the 9% abv drink paired a “vivid green liquid” with a glow-in-the-dark Echo Falls monogram on-pack, according to the brand.
The launch comes hot on the heels of Blue Raspberry, the viral blue coloured wine drink launched by Echo Falls earlier this year.
Since rolling out in grocery in May, Blue Raspberry was now selling almost 80,000 units a week across the mults, said Echo Falls owner Vinarchy UK, citing NIQ data.
The sales were “largely incremental and are driving an uplift across the wider Echo Falls portfolio”, it added.
“Echo Falls Fruit Fusions is about making the category feel more accessible, exciting and relevant to a broader range of shoppers,” said Tom Smith, European marketing and category director at Vinarchy. “Two million bottles later, we’re not about to start playing it safe.
“Sour Apple has the bold flavour and visual impact people associate with Echo Falls, but importantly, it also gives us another highly recognisable flavour with the potential to work at scale.
“There’s plenty more opportunity to explore from here – and we’ve certainly got a few tricks up our sleeve!”
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