Accolade Wines, the UK’s No 1 wine company, has introduced a new spirit and wine fusion under the umbrella of the nation’s top three wine brand, Echo Falls.
The addition of Echo Falls White Wine and Coconut Rum Fusion into its best-selling fruit fusions range is in response to consumer demand for flavoured rum which is growing at 8.7% YoY. The flavour is created by blending Echo Falls’ highly popular white wine with a rum infusion and sweet coconut and pineapple flavours, with an ABV of 9%.
Following the successful launch of Echo Falls Rosé Wine and Gin Fusion earlier 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 new product will target Echo Falls’ two key target audiences; ‘The Juggler’- 30+ females who, as they are busy juggling work and family life, are likely to choose a brand name that they are already familiar with and that they know they can trust to deliver a high quality product. ‘The Experiencer’, primarily are under 30 and value new and exciting products. They are more impulsive and will pay a premium for such products.
David White, Marketing Director at Accolade Wines, says ‘’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.’’
As the warmer weather arrives, drinks for the chiller are essential as most convenience purchases are consumed imminently. ‘’We recommend that retailers stock up on these new trend-led products such as Echo Falls White Wine and Coconut Rum Fusion, along with Echo Falls Rosé Wine and Gin Fusion, as they are perfect for encouraging impulse or convenience purchase from consumers who will drink soon after buying,” adds White.
Echo Falls White Wine and Coconut Rum 75cl will be sold at a competitive RRP of £6, with secured listings in Morrisons, B&M and Bestway from June.
 Nielsen 23.03.19