The UK’s number three wine brand is using the fashion-influenced bottles to attract a customer it calls “Newbie” – young adults new to wine.
Echo Falls Merlot will be modelling Leopard print, Echo Falls Chardonnay will be wearing Metalics and Echo Falls White Zinfandel will be packaged in Paisley.
Accolade Wines hopes these “Newbie” customers will be attracted to the bottles on the fixture.
Senior brand manager Anya Saikkonen, said: “Echo Falls’ on-shelf impact is extremely important in such a competitive, impulse-led market.
These new limited-edition fashion packs will resonate with our target consumer and create maximum stand-out at the fixture, driving incremental sales during the busy lead-up to Christmas.”
The new packs also aim to drive drinkers to the brand’s Facebook page – which has seen its fanbase rise from 25,000 to 90,000 this year – where they can wine an array of prizes.
The bottles are exclusive to Tesco.