Echo Falls refreshes Fruit Fusions range

This summer, Echo Falls is unveiling a brand-new look for its entire Fruit Fusions 5.5 per cent and 9.0 per cent portfolio.

The Echo Falls brand, now worth £120m, has the largest (54 per cent) share of the UK's fruit fusion and flavoured wine market.

Fruit Fusions 9.0 per cent appeals to Echo Fall’s core demographic of younger wine shoppers, whilst the 5.5 per cent variation has performed well with consumers tapping into the growing trend around moderation.

The new look differentiates between the two variants and aims to support shelf standout whilst maintaining simplicity. Fruit Fusions 5.5 per cent will feature a silver capsule colour, whilst the 9.0 per cent offering will vary in colour depending on the flavour. An enlarged ABV call out will be consistent across the entire range to ensure clarity in-store.

“Fruit Fusions has been a huge success since its launch in 2014, allowing us to recruit new shoppers to the category whilst also pleasing our loyal followers," said Anne Uva, Assistant Brand Manager. "We know from sales and consumer feedback that there is an audience for both ABVs, with the products catering for different needs and occasions.

“Echo Falls has long been a trusted brand, especially for a night in with friends, and we’ve rolled out these changes just in time for what is sure to be a busy summer of social events. Whilst we’re currently the nation’s favourite flavoured wine, we believe we can build on this further with our latest Fruit Fusions collection.”

Echo Falls Fruit Fusions 5.5 per cent and 9.0 per cent will be available in grocery, convenience, and wholesale with an RRP of £4.25 and £6.00 from August.