Echo Falls conjures up Sour Apple ahead of Halloween

• Echo Falls – the UK’s number one Fruit Fusion brand[1] – launches Sour Apple (9% ABV) into wholesale from September, ahead of a nationwide grocery roll-out from October
• Launch builds on Blue Raspberry’s 2m+ bottle sales into trade, with the flavour now selling almost 80,000 units a week across major grocers
• Vivid green liquid and glow-in-the-dark packaging land ahead of Halloween, as Echo Falls accelerates its flavour-led innovation strategy

Building on the standout success of Blue Raspberry, Echo Falls is supercharging its flavour-led innovation strategy with the launch of Echo Falls Fruit Fusion Sour Apple (9% ABV) – the latest addition to a pipeline designed to bring new shoppers, flavours and incremental growth into the category.

Sour Apple will make its debut across wholesale as a first-to-market exclusive in September, ahead of wider roll-out across the grocery channel nationwide from October, putting the new launch on shelves in time for the key Halloween trading period. The new variant pairs a vivid green liquid with a glow-in-the-dark Echo Falls monogram on-pack, offering a timely point of difference on shelf to maximise visibility.

The launch comes hot on the heels of Blue Raspberry, which has sold more than 2million bottles into wholesale and convenience since launch[2]. Now at 26% total market distribution, the flavour is selling almost 80,000 units a week across major grocers – with early data suggesting sales are largely incremental and are driving an uplift across the wider Echo Falls portfolio[3].

Sour Apple capitalises on that momentum, evolving the bold, fruit-forward flavour proposition that has become synonymous with Echo Falls for a new generation of shoppers. With colourful, sweet and high-impact flavours significantly over-indexing with 18-35s across adjacent drinks categories – and flavour itself a key driver of trial – Sour Apple is an ideal addition.

Tom Smith, Marketing and Category Director – Europe at Vinarchy said: “Echo Falls Fruit Fusions is about making the category feel more accessible, exciting and relevant to a broader range of shoppers, and we’ve built real equity around flavours that aren’t afraid to stand out. Two million bottles later, we’re not about to start playing it safe…

“We know exactly what Fruit Fusions is good at, and the opportunity now is to keep building on that with confidence. Sour Apple has the bold flavour and visual impact people associate with Echo Falls, but importantly, it also gives us another highly recognisable flavour with the potential to work at scale. There’s plenty more opportunity to explore from here – and we’ve certainly got a few tricks up our sleeve!”.