Echo Falls, the £135m[1] brand from Accolade Wines, has unveiled its first ever Rosé Seltzers intended to appeal to consumers looking to moderate their alcohol consumption.
A light and refreshing mix of Rosé wine, sparkling water and no artificial fruit flavours, the 250ml (4.5%) cans contain only 69kcal and are available in three on-trend fruit fusion flavours: Blueberry and Hibiscus, Strawberry and Pink Pepper and Raspberry, Lychee & Rose.
Already the UK’s number one fruit fusion and flavoured wine brand[2], Echo Falls’ new Rosé Seltzers are aimed at those cutting back and cutting out. With the trend for hard seltzers booming as a lighter alternative to traditional drinks such as beer or wine, hard seltzers will likely witness the highest growth rate within the UK’s ready-to-drink category[3] over the next five years.
Echo Falls is looking to capitalise on the category’s continued growth and gain a share of the UK market by introducing the Rosé Seltzers as a lower alcohol and lower calorie drink in convenient packaging formats. The cans are ideal for out of home consumption for those looking for a lighter option to enjoy with friends and they are easy to recycle, catering to the sustainability conscious.
Loved by over 3m UK households[4] and the 10th bestselling Global wine brand,[5] Echo Falls expects its growing portfolio of exciting, trend-led innovations to increase brand sales.
Abigail Whithair, Innovation Commercialisation Manager at Accolade Wines, said: “Blurring alcohol categories are becoming more popular and the trend for hard seltzers is here to stay. Combined with an increased demand for no/low alcohol products, we’re confident that our light Rosé Seltzers will prove popular with UK shoppers. This range aligns with our new ‘your friend in wine’ brand positioning, as we look to bring back younger shoppers (35 and under) to wine and navigate them through the portfolio, who we may have been lost to other categories such as gin.
“We’re an important recruitment agent for the whole wine category and these seltzers, as well as our Botanicals collection (5.5% ABV) launched in May, provide a refreshing alternative to wine, especially for Gen Z consumers.”
Echo Falls Rosé Seltzers are available in grocery, convenience, and wholesale from August 2020 with an RRP of £2 (available in 12 x 250ml cases).
[1] Nielsen 52 w/e 18.04.20
[2] Nielsen Scantrack data 52we June20
[3] The IWSR Hard Seltzer Report, July 2020
[4] Kantar 52 w/e 17 May 2020
[5] IWSR Drinks Market Analysis 2019
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