Echo Falls rolls out ‘everyday’ celebration labels

Accolade Wines is rolling out limited edition ‘everyday’ celebration labels on its Echo Falls range, as part of a new marketing campaign to drive purchase among consumers.

The 30 light-hearted ‘everyday occasion’ labels will features on its top four skus – Chardonnay, Merlot, White Zinfandel and Pinot Grigio – promoting sharing occasions such as ‘It’s your birthday!’, ‘Fri-Yay’, ‘I love you’, ‘Wine Wednesday’ and ‘Movie Night’.

It is being supported by a range of branded point-of-sale material for retailers, including barkers, trolley bays and shelf wobblers as well as digital and online support.

Accolade Wine’s marketing director David White said the labels tapped into the “fun, spontaneous” side of the brand that “doesn’t take itself too seriously”.

“The target of 30 plus female consumer identifies with the fun and positive brand messaging of Echo Falls, which is all about enjoyment. These occasion driven labels displayed on our top four still wines, show the relaxed, spontaneous spirit of the brand,” he said.

“We are confident that the Echo Falls occasion labels will drive additional consumer purchase, both planned and impulse. They create a talking point in store and at home, helping to spread the popularity of Echo Falls.”

Last month the company launched a new rosé wine and gin fusion under the Echo Falls brand, following the earlier introduction of of a fruit-infused vodka in 2018, Echo Falls Summer Berries Vodka, and a Prosecco, ProsEcho Falls, to tap into the growing popularity of the Italian sparkler.

Last year value sales of Echo Falls fell 9% to £163 million  according to Nielsen (52 weeks 21 April 2018), a fall or around £16.2 million year-on-year, on volumes down 11.7%.