Echo Falls adds canned RTD spritz to woo Gen Z shoppers

Echo Falls has extended into the RTD category by adding a canned version of its lower abv Summer Berries Fruit Fusion wine.

The 9% abv Summer Berries Fruit Fusion Spritz was “designed to meet the growing demand for convenient, flavour-forward drinks amongst younger adult shoppers”, said Echo Falls brand owner Vinarchy.

It will launch in Tesco and Asda from the end of October (rsp: £2.50/250ml).

Sales of canned wine were up by almost a fifth year on year and the format was outperforming both bottles and boxed wine, said Echo Falls, citing Mintel data.

The format was particularly popular with younger shoppers, it noted, adding 14% of UK buyers aged 18 to 24 and 17% of those aged 25 to 34 had purchased canned wine in the past six months.

“We know shoppers often see wine as traditional and instead turn to spirits-based RTDs or ciders for flavour and fun,” said Tom Smith, Vinarchy marketing director for Europe. “That’s where cans have a role to play. This format strips away some of the formality typically associated with wine, while delivering the flavour and convenience that shoppers increasingly expect.

“It also opens the door to new occasions, helping retailers broaden their wine offering in a way that’s modern and incremental to the category – and works for today’s shopper.”

The new format is the second for Echo Falls Summer Berries Fruit Fusion in as many months. In August, Vinarchy rolled out a 1.5-litre boxed format for the variant, alongside a bag-in-box Jam Shed Sauvignon Blanc.