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Fruitier wines are flying. Sales of Echo Falls Fruit Fusions are soaring, with value and volume tripling over the past year. The sub-brand is now worth £50.5m [Nielsen 52 w/e 25 April 2016].

Fruit Fusions, with flavours such as Raspberry & Cassis and White Peach & Mango, has a lower price and abv compared with the rest of the Echo Falls range.

“The growth and success of Echo Falls Fruit Fusions has certainly exceeded all our expectations from the moment when we launched the range in 2014,” says Accolade Wines marketing director Amy White. “We’ve now sold over 1.4 million litres since launch and the range is listed in all major retailers and continuing to perform well.”

Rival Gallo Family Vineyards, meanwhile, suffered a decline on its Spritz range, with sales down 10.6% taking value to £6.6m on volumes down 12%. But, believing there is still growth in the format, E&J Gallo added a third flavour – peach and nectarine – to its portfolio in July.

Echo Falls’ success is attracting competition as others try to entice younger consumers, particularly millennials, to buy their brands. French wine brand Listel has introduced two variants of its sparkling fruit wines to the UK. The low-alcohol (3.5% abv) Listel Sparkling Apple and Listel Sparkling Raspberry (rsp: £4) are longstanding products in France.

Taking things one step further, Kingsland Drinks has launched Mr Gladstone’s Curious Emporium, which combines wine with nostalgic confectionery flavours Rhubarb & Custard and Pear Drop plus a steam-punk theme.

“Fruit fusion is more about flavour profile than about the specific alcohol category, so we are seeing products attracting flavoured cider and cocktail drinkers as it has the right taste profile,” explains Jo Taylorson, marketing controller at Kingsland Drinks. “It also appeals to consumers who are looking for an easy-drinking product that is lower in alcohol than traditional wines.”

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