Echo Falls has rolled Fruit Fusion Blue Raspberry into grocery after reporting “strong early demand” for the innovation in wholesale and convenience channels.
Now available in Asda, Morrisons, Sainsbury’s and Co-op (rsp: £5.60/75cl), Blue Raspberry Fruit Fusion is a 9% abv wine-based alcoholic drink.
The NPD was a “first-to-market innovation, designed to drive shopper recruitment and incremental sales by tapping into one of the fastest-growing flavour trends across alcohol”, Echo Falls said.
It had been “developed to sit confidently across multiple drinking occasions, with a bright blue liquid designed to maximise visibility in chillers and on shelf”, the brand added.
Since launching in convenience and wholesale in March, Blue Raspberry had “quickly become a viral success” with sales bolstered by “millions of organic social impression”, Echo Falls brand owner Vinarchy said.
Its launch into grocery would be supported by “bold POS materials and front-of-store digital screens” as well as social media and above-the-line activity to build awareness and trial, it added.
“We know that more people are discovering alcoholic beverages differently – flavour-first, occasion-led and often outside of traditional cues,” said Maggie Applegate, senior brand manager at Vinarchy. “Blue Raspberry has already demonstrated that meeting this behaviour head-on gives retailers a tangible opportunity to capture that demand with Echo Falls Fruit Fusion, rather than seeing it play out in other categories.
“Our customers have been searching for the blue bottle, and we’re excited to bring it to the grocery channel so our retail partners can capitalise on this demand.”
The strong performance of Blue Raspberry had helped Echo Falls return to growth over the last 12 weeks, Vinarchy added, citing NIQ data.
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