Echo Falls has created a duo of lower-alcohol Botanical Fusions, and revealed plans for a major re-imagining of the long-standing brand.
The drinks – Raspberry & Lavender and Melon & Mint – come in at 5.5% abv, and are billed as catering to demand for “fruitier and sweeter wine styles with a lower abv intake” (rsp: £4.50/750ml).
Their bottles feature an updated logo and look, which the brand said showed “a new, fresh and vibrant direction for the Echo Falls portfolio” ahead of a wider makover for Echo Falls over the coming months.
It was “important that the brand keeps up to date with trends and leads in innovation”, said Accolade Wines European marketing director Caroline Thompson-Hill, adding that the NPD brought “a refreshing and innovative style to customers, which also caters to the growing no-lo category driven primarily by younger consumers”.
It comes as The Grocer revealed last month the impending departure of Accolade Wines boss Ade McKeon, ahead of the appointment of a new, yet-to-be-named MD in August.
William Reed – the publisher of The Grocer – has launched a new exhibition exclusively for the low & no category. For more information, visit low2nobev.com.