Echo Falls has made its RTD debut, launching its viral Blue Raspberry wine in a single-serve format.
The 9% abv tipple is in Asda, Morrisons and Co-op, as well as B&M and Savers (rsp: £3.25/275ml).
The new format was designed to target “immediate, impulse-led occasions” such as festivals, events and social gatherings, according to Echo Falls brand owner Vinarchy.
In March, Echo Falls expanded its Fruit Fusion range with a Blue Raspberry variant (rsp: £5.60/75cl) initially exclusively through wholesale and convenience, before rolling out in grocery in June.
The flavoured wine was developed as a “deliberately different” proposition for BWS that tapped into the “flavour, colour and occasion-led choices increasingly shaping drinks discovery”, while borrowing from trends already evident across RTDs and flavoured spirits, Vinarchy said.
Since launch, more than two million bottles of Blue Raspberry had sold via wholesale and convenience channels, while a supporting marketing campaign had generated 9.7 million views and reached 2.8 million consumers, said the supplier.
Strong demand for the electric-blue liquid highlighted an opportunity to “bring familiar, accessible cues into a wine category that can still be difficult for younger adult shoppers to navigate”, it added.
“We already know people want Blue Raspberry, now we can put it into a format that changes where and how it can compete,” said Taran Dhillon, Echo Falls brand manager at Vinarchy.
“It means we can take a proposition that has performed incredibly strongly in take-home and put it shoulder-to-shoulder with the RTDs and flavoured drinks already winning more immediate drinking occasions.”
No comments yet