Californian wine brand Echo Falls is to take on the beer and RTD market with Echo Falls Spritz, a new lower-abv spritzer range.
Brand owner Constellation Europe estimates the burgeoning 'lighter drinking' market will be worth £200m to the wine category alone in the next five years and is hoping its new wine and sparkling water mix will help it gain a slice of the action.
The company is also hoping the new drink will open the category by appealing to women who would more usually drink a low abv beer or an RTD as well as existing wine drinkers.
Initially two Echo Falls Spritzs will be launched, a rosé made from White Grenache and a white version made from Chardonnay. Both are 4% abv and will retail for around £5.49 for a four-pack of 25cl bottles.
The new range will be appearing alongside its parent brand Echo Falls at summer sampling events and on trade and consumer advertising.