Echo Falls gets makeover treatment

Published: 19 June, 2012

Accolade Wines has revealed a fresh new look for Echo Falls after the brand enjoyed a record-breaking year of investment and 8% year-on-year growth.

Its new-look launch is the first step in a 12-month campaign of activity and an "unprecedented spend" for the brand, which includes the Come Dine With Me sponsorship from April to December and planned experiential and digital marketing activity.

The design incorporates a "splash" effect and a larger front label, along with a premium neck label on the 75cl bottles, and will be implemented across the brand portfolio, including bag-in-box and mini-bottle formats.

Clare Griffiths, European marketing director for Accolade Wines, said: "Echo Falls is currently the number-two brand in the convenience sector, having grown 8% year on year [Nielsen, year to May 26, 2012], so the brand's on-shelf impact is extremely important in such an impulse-led market.

"At Accolade Wines we utilise our unrivalled WineNation consumer insight in everything we do and in this case we undertook a rigorous consumer research programme on the design of the new packaging.

"This new look will help us to maintain high brand awareness and boost the appeal of Echo Falls to target consumers as part of the wider investment."

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