Accolade extends Echo Falls Fruit Fusions into flavoured vodka
Accolade Wines is extending its Echo Falls wine range with the addition of a flavoured vodka.
The brand’s Fruit Fusions range will now be bolstered by the introduction of Echo Falls Summer Berries Vodka (37.5% abv).
Laurence Hinton, Echo Falls Brand Manager said: “We know that the Echo Falls consumer buys vodka on average 10 times a year, spending around £150. Our extensive consumer research showed a clear desire for a flavoured vodka from our consumers, and because of its overwhelming popularity in the UK, Summer Berries was the natural choice for us.”
Echo Falls is set to be supported by a £5m investment package that will see the brand advertised in a “unique and large-scale way”.
Hinton added: “Awareness and trial are central to brand success and we are investing significantly in an integrated plan of above the line, social, digital and experiential activity.”
The bottle design for the vodka has pleating around the neck with the front label strongly featuring the iconic Echo Falls Fruit Fusion design. The back label is double printed to maximise the brand presence on pack. Branded point of sale support will be available to off-trade retailers.
Hinton said: “This launch pushes Echo Falls beyond the wine aisle and into a new area of growth and profit opportunity for the trade. We have driven the fruit infused wine market from £20,000 a year to more than £72m annually in three years and we are confident that we will succeed in replicating this success in the flavoured vodka market with Echo Falls Vodka Summer Berries.”
Echo Falls Vodka Summer Berries already has confirmed listings with Spar, B&M, Savers, Palmer & Harvey, Bargain Booze, Nisa, Today’s Group, Landmark and Bestway. A 70cl bottle will be priced at £16 with some retailers offering a sale price at £13.50.