Echo Falls ramps up brand investment

Published: 30 August, 2012

Accolade's Echo Falls says it has made an "unprecedented" investment by signing up to major sponsorship deals this year, including key festivals and fashion events.

The sponsorships form part of a 12-month campaign of activity that includes an exclusive wine partner at Bestival and the Clothes Show Live, as well as an up-weighted Come Dine With Me sponsorship that began in April and will run until December 2012.

Echo Falls will engage with an estimated 100,000 consumers at Bestival and the Clothes Show Live; and wine was available at other events over the summer including V Festival, South West Four and Hard Rock Calling, with the aim of extending brand reach further.

An on-pack offer will support the sponsorships in the off-trade, with bottles featuring a promotional neck collar giving consumers the chance to win tickets to the events, alongside other prizes, encouraging Echo Falls consumers to 'Take the Moment' to enjoy spontaneous, fun and new experiences.

Clare Griffiths, European marketing director for Accolade Wines, said; "These are well targeted sponsorships that will bring Echo Falls to life, while creating an environment for our consumers - 25 to 35-year-old females - to interact with the brand. Bestival and the Clothes Show Live are both fantastic events that fit well with Echo Falls and each one provides an excellent opportunity to boost brand loyalty."

New packaging has also been implemented across the Echo Falls range to enhance its on-shelf appeal.

Since its launch close to a decade ago, Echo Falls has fast become the number-three wine brand in the UK and is currently worth £145 million, growing 11% in the UK over the past two years. (Nielsen data to March 3, 2012 and CGA data to January 21, 2012).

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