The new design features a splash effect on a bigger front label, as well as a neck label on 75cl bottles. It aims to strengthen the brand’s identity and give it more shelf appeal and premium cues. The new look will also be on bag-in-box and mini bottles.
The campaign for Echo Falls includes upweighted Come Dine With Me sponsorship from April to December and experiential and digital marketing activity.
European marketing director Clare Griffiths said: “Echo Falls is currently the number two brand in the convenience sector, having grown 8% year-on-year, so the brand’s on-shelf impact is extremely important in such an impulse-led market.
“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. 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.”
She added: “Since its launch close to a decade ago, Echo Falls has fast become the number three wine brand in the UK, and demonstrates consistent consumer appeal and following, with a dedicated Facebook fan base of more than 25,000. We are committed to our investment in the brand and look forward to its continued success.”