Constellation Europe hopes a £5m investment in its Echo Falls brand will help it attract new drinkers to the category.

The Californian brand will return to TV screens this month with its A Wine To Relax With campaign and is planning a nationwide sampling campaign over the next four months.

As part of the campaign, Constellation Europe has teamed up with beauty brand Nails Inc, which it says is a favourite with its young, female target audience.

It will run a neck-collar promotion on 1.5 million bottles offering the chance to win free manicures.

An Echo Falls tour bus will also travel the country offering shoppers the opportunity to relax, have a glass of wine and try Nails Inc beauty products on board.

"This campaign is extremely targeted and designed to bring Echo Falls to consumers who are new to wine," said Clare Griffiths, VP European customer marketing. "We are confident these initiatives will keep Echo Falls top of mind with our target consumers and drive sales through the summer months."

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