Accolade makes spirits debut with Echo Falls vodka
Australian wine giant Accolade Wines has stepped into the spirits category for the first time, with the launch of a flavoured vodka under its Echo Falls brand.
Following the success of its Fruit Fusions wine range, the brand has launched Echo Falls Summer Berries Vodka, tapping into the complementary tastes of its established consumer base, according to its own research.
The 37.5% abv Echo Falls Vodka Summer Berries will carry an RRP of between £13.50 to £16, with listings already confirmed with Spar, B&M, Savers, Palmer & Harvey, Bargain Booze, Nisa, Today’s Group, Landmark and Bestway.
“We know that the Echo Falls consumer buys vodka on average 10 times a year, spending around £150,” says Laurence Hinton, Echo Falls brand manager.
“Our extensive consumer research showed a clear desire for a flavoured vodka from our consumers, and because of its overwhelming popularity in the UK, Summer Berries was the natural choice for us.”
The launch will be supported by a £5 million investment package over the next year, that will see the Echo Falls brand advertised in a “unique and large-scale way”.
“This launch pushes Echo Falls beyond the wine aisle and into a new area of growth and profit opportunity for the trade,” adds Hinton.
“We have driven the fruit infused wine market from £20,000 a year to more than £72m annually in three years and we are confident that we will succeed in replicating this success in the flavoured vodka market with Echo Falls Vodka Summer Berries.”