Echo Falls has added a new summery flavour to its line-up.
Passion Fruit & Sicilian Lemon (5.5% abv) is billed as offering a “slightly sweet but delicate and refreshing” flavour, and is claimed to contain 66 calories per glass.
“By adding the Sicilian provenance, we are signalling quality to our customers,” said Echo Falls brand manager Alexandra Colson, adding shoppers were becoming “more adventurous” and looking to expand their repertoires.
The NPD will hit shelves from 28 March (rsp: £5.50). It will be backed by in-store advertising and a digital campaign.
The launch comes as the Echo Falls brand has undergone a slew of changes since the onset of the pandemic.
2020 saw it relaunch with a “sophisticated” rebrand in a bid to broaden its appeal with younger drinkers, and unveil a lower-abv Botanical Fusions range designed to tap the low & no trend.
In August that year it also joined the hard seltzer craze with a trio of Rosé Seltzers, hoping to offer a point of difference to rivals in the category.
However Echo Falls’ sales tanked in 2021: sales of its table wines dropped by almost a third (29%) to £101m over the 52 weeks to 11 September – that’s a £41.2m loss [NielsenIQ].
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