The redesign is aimed at giving the wines greater shelf stand-out and clearly defining the blends and varietals in the portfolio.
Marketing controller Amy White said: “The new design for the Echo Falls blends contemporises the feel of the wines, adding a touch of fun, while emphasising the femininity and personality of the range.
“We’ve included a new modern label shape, which is also larger, an increased focus on the taste descriptors, a new gold neck seal, and increased the use of colour to add vibrancy.
“All of these factors, along with the introduction of a butterfly motif on the label, now clearly differentiate Echo Falls from its competitors and supports a higher price point for the range.”
White added: “In addition, we have used intrinsic quality cues for the varietals range, including a more premium, slightly heavier bottle, higher quality paper stock for the label, and enhanced finish across all the packaging elements.”
Accolade said details of a new line “which will enhance and emphasise the fruit-driven character of the Echo Falls range” would be unveiled later in the spring.