Packaging revamp part of new activity for Echo Falls
Accolade Wines has unveiled new-look packaging for the brand, which will be rolled out across all varietals and formats in the on and off-trades.
The revamped larger front label features a ‘splash’ design, while the 75cl bottle size also carries a ‘premium’ neck label. The new design is said to enhance the brand’s identity while still appealing to its target 25 to 35 year old female consumers.
The packaging revamp is the first step in a 12-month campaign of activity for the Echo Falls brand, which includes sponsorship of Channel 4’s Come Dine with Me until December, digital and other activity.
Clare Griffiths, European marketing director for Accolade Wines, said the activity represents a “record-breaking year of investment” behind the brand.
“At Accolade Wines we utilise our unrivalled Wine Nation consumer insight in everything we do and in this case we undertook a rigorous consumer research programme on the design of the new packaging,” she said.
“This new look will help us to maintain high brand awareness and boost the appeal of Echo Falls to target consumers as part of the wider investment. We are committed to our investment in the brand and look forward to its continued success.”
Meanwhile Beverage Brands has launched a new alcohol-free wine-style drink in the off-trade.
Sorelle is said to have the “look and feel of a sophisticated credible wine” and deliver an “authentic wine taste and experience” – with an ABV of 0% and just 24 calories per 100ml glass.
Mark Hopper, Beverage Brands’ head of innovation and development, said Sorelle, which is available in Sauvignon Blanc and Rosé variants, has been “carefully crafted” to create an authentic taste and character.
“Sorelle is a revolutionary approach to the low/non-alcoholic wine category, with a differentiated premium offering that will give it market stand out for consumers,” he said.
“Our research indicates that there is a significant gap in the market for a credible, non-alcoholic, wine-style drink with an authentic wine taste – but with 0% alcohol.”