ECHO FALLS POPS INTO PARTY SEASON WITH NEW PROSECHO FALLS LAUNCH
Accolade Wines, the UK’s No 1 wine company, is responding to the continuing growth of the prosecco market with the introduction of a prosecco to its Echo Falls range.
Echo Falls, the second largest brand within Accolade, will launch ProsEcho Falls (11% ABV) at a competitive price of £10 RRP (75cl) plus a mini (20cl) into the market in late October to meet Christmas demand.
“The prosecco market is now worth £617m annually to the UK off-trade, with 4.5% growth year-on-year and 81.6% of this growth has been incremental to the wine category”, says Laurence Hinton, Brand Manager for Echo Falls.
“Prosecco has been successful at attracting new shoppers to the category but with prosecco penetration at only 32.8% of the population, there’s still plenty of room for growth.”
Echo Falls wine drinkers, defined by Accolade as “Newbies”, are loyal with a high likelihood to re-purchase* and trust** the brand. The average Echo Falls shopper spends £49.18 on prosecco, buying it six times a year.
“Echo Falls over-indexes with wine newbies and our research shows that a recognised brand is important to this group’s purchasing decisions. As the largest top 10 brand to launch a prosecco, we are confident that our entry into this category will help to drive growth and a larger profit opportunity for the trade”, adds Laurence Hinton.
ProsEcho Falls can be drunk by itself or mixed with Echo Falls Summer Berries flavoured Vodka for a unique cocktail that matches up with the “party and release” moments when, for most newbies, cocktails and spirits are the drinks of choice.
The launch is the latest in an array of disruptive launches over the last 12 months with Echo Falls Summer Berries flavoured Vodka, Festi Falls wine on tap and the sponsorship of ITV2’s most successful TV show, Love Island.
The launch will be supported in the on trade with branded ProsEcho Falls sippers and unique serves for Christmas and tactically through the year.