The new designs, which have been launched ahead of the summer, are said to “contemporise” its blends range and “premiumise” the core varietals, giving the portfolio a “clear ‘two-tier’ range and increased stand-out”.
A more contemporary label, which incorporates the Echo Falls ‘wine wave’ design, has been introduced across wines in both tiers.
Echo Falls marketing controller Amy White said the revamped packaging gives the portfolio a “more contemporary feel” and has created a “clearly defined varietals range that gives consumers the next step up to a premium selection of wines from the blends that appeal to the entry level”.
“The new designs for the Echo Falls blends range contemporises the feel of the wines, adding a touch of fun, while emphasising the femininity and personality of the range,” said White.
“We’ve included a new modern label shape, which is also larger, has an increased focus on the taste descriptors, a new gold neck seal, and increased the use of colour to add vibrancy.
“All of these factors, along with the introduction of a butterfly motif on the label, now clearly differentiate Echo Falls from its competitors and supports a higher price point for the range.
“In addition, we have used intrinsic quality cues for the varietals range, including a more premium, slightly heavier bottle, higher quality paper stock for the label, and enhanced finish across all the packaging elements.
“We are confident that all the new designs will appeal to our core consumers.
“The accentuated use of colour, the addition of gold and the better-defined graphics, will give us improved stand-out in-store and will reinforce Echo Falls’ status as one of the UK’s leading wine brands.”