Echo Falls range redesigned to attract younger consumers

Accolade Wines has unveiled a redesign across its entire Echo Falls portfolio. 

Part of a wider £1 million marketing spend for the year ahead, the redesign reflects the accessible and approachable proposition of the brand’s drinks. The new positioning, ‘Your friend in wine’, aims to attract younger shoppers (35 and under) to the category, as well as to reassure consumers on their wine journey as they navigate through the portfolio.

Loved by over three million UK households (Kantar), Echo Falls is also supported by the consumer-facing ‘Live life to the falls’ campaign.

Lydia Freeman, European marketing manager at Accolade Wines, said: “Packaging is a key communication tool for wines. We already have the third highest wine brand awareness in the UK (Brand Health) and this full redesign will enable us to grow our core audience (aged 30+) as well as recruiting new shoppers, the under 28s. We want to reaffirm Echo Falls’ position as the easy-going and sociable wine, perfect for a night with friends.

“A lot of younger people don’t know where to start with wine. Echo Falls, with its collection of fruit, spirit and botanical fusions, as well as our core range of varietals, is the perfect brand to introduce wine to a new audience, boosting penetration for the entire category and increasing the likelihood of trading up in the future. We’re looking forward to working with retailers to ensure they stock the right products for their store, helping to grow the category and boost their sales.”