Echo Falls has launched its first premixed canned drink - taking it into a burgeoning sector dominated by spirit-based products.
Four per cent abv Echo Falls Spritz, a blend of wine and sparkling water, is pitched at female consumers and contains 120 calories per 250ml can. It is available in two varieties - White Zinfandel Rosé and Pinot Grigio - as single cans and multipacks.
The range is rolling out initially to Nisa and selected independents and brand owner Accolade Wines is looking to secure further listings.
The launch will be supported by an online consumer marketing campaign including activity on Facebook, as well as in-store activity in the impulse channel.
Echo Falls is the number-three wine brand in the UK grocery channel by value and has grown 38% by value year-on-year to £116m [Nielsen 52w/e 3 Sept 2011].