Chilean extension for Echo Falls

19 May, 2009

Constellation Europe is hoping to boost what it describes as an "underperforming" Chilean wine market with the launch of two brand extensions for Echo Falls.

The Sauvignon Blanc and Shiraz varietals, both sourced from Chile and with a recommended selling price of £5.49, join the entry-level Californian range which the supplier said was reporting 23% year-on-year growth.

The launch follows last year's introduction of Echo Falls Spritz. Constellation said it had "identified an opportunity to extend the Echo Falls offering and, in doing so, increase sales opportunities amongst Newbies – relatively young, new-to-wine consumers with a female bias - through additional varietals".

It added: "Newbies tend to experiment with new varietals through their trust of well-known labels, such as Echo Falls, so these new wines are set to give retailers and licensees more avenues for lucrative wine sales."

Competitors Blossom Hill and Lindemans already source their wine from more than one country of origin and some commentators believe the trend will continue as brands become more important to some consumers than a wine's provenance.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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