Echo Falls launches fruit fusions for new wine drinkers

Targeted at “newbie” wine drinkers, the lower alcohol wines comprise: a 9.5% ABV rosé with summer berries; an 11% ABV red wine with raspberry & cassis, and a 9.5% ABV white wine with white peach & mango.

“We know through research that newbie consumers are eager to experiment with new flavours and generally have a sweeter tooth, which can make dry wines unappealing to them,” explained marketing controller Amy White at brand owner Accolade Wine.

“We firmly believe our innovative fruit fusion wines will attract a new audience to the brand and the wider wine category as a whole. It’s from here that we hope to take these consumers on a wine journey to discover the more traditional and complex wine styles, as their tastes and preferences develop and change.”

All three wines were on show at the London Wine Fair, ahead of a planned roll-out next month.

Accolade has also announced a new online store for its Hardy range, dedicated to the brand’s more premium wines.

The 1863 Club is a free-to-join members’ club offering exclusive news, special offers and the chance to buy rare bottles.

“The 1853 Club spearheads a new direct-to-consumer portal that supports an extensive activation programme behind Hardys announcement earlier this year as the Official Wine of England Cricket — a three- year deal that is also incorporating sponsorship of Sky TV coverage of international cricket,” said marketing manager Anya Saikkonen.