The brand’s TV advertising campaign is back on air this month, portraying Echo Falls as “a wine to relax with”. Constellation is also promising a new product launch for the brand later in the summer.
The marketing investment also includes an on pack promotion, sampling at events, price promotions and POS support.
The Echo Falls tour bus will travel to shopping centres and a number of summer events for 16 weeks. Consumers will be able to hop aboard to taste the wines and try Nails Inc beauty products.
Clare Griffiths, European consumer marketing director for Constellation Europe, said: “The campaign is extremely targeted and designed to bring Echo Falls to the newbie consumer on many different levels throughout the summer.”
Nielsen data values Echo Falls at £80m in the off-trade, growing at 36% annually. Sales are higher than those of high-profile brands such as Magners, Banrock Station and Jack Daniel’s.