Echo Falls unveils ‘premium’ look range31st March, 2014 by Lauren Eads
Echo Falls has “contemporised” and “premiumised” the look of its varietal and blends range to build upon its popularity with “fashion conscious” consumers.
The new look collection targets its so called “newbie” market, categorised as 25 to 35 year-old-females, and shake up, and has been designed to clearly differentiate its entry-level and premium ranges.
Amy White, marketing controller of Echo Falls, said: “The new designs for the Echo Falls blends range 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.”
It is hoped the changes will differentiate the brand’s varietals range, marketed as a premium selection of wines, from its blends range, which it says appeal to entry level consumers.
She added: “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.”
Echo Falls plans to release a new line of wines in the Spring which it said would “enhance and emphasise the fruit-driven character of the Echo Falls range.”