Echo Falls wine moves into flavoured vodkaBy Amy Hopkins
Wine brand Echo Falls has made its debut in the vodka category with the launch of a flavoured line, which it hopes will replicate the commercial success of its Fruit Fusions range.
Echo Falls Summer Berries Vodka, bottled at 37.5% abv, will launch in the UK, where it will be supported by a £5 million investment package to advertise the brand in a “large-scale way”.
The bottle’s label replicates that of Echo Falls Fruit Fusion, a range of fruit-infused wines with a lower abv.
“We know that the Echo Falls consumer buys vodka on average 10 times a year, spending around £150,” said Laurence Hinton, Echo Falls brand manager.
“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 claims to have boosted the fruit-infused wine market from £20,000 a year to £72m over the course of three years.
“[A]nd we are confident that we will succeed in replicating this success in the flavoured vodka market with Echo Falls Vodka Summer Berries,” Hinton added.
Echo Falls Vodka Summer Berries carries an RRP of £16/£13.50 (US$21.21/US$17.90). This launch is not the first time the worlds of wine and spirits have collided, as this round-up of hybrid releases shows.