unching a refreshed look to contemporise its blends range and premiumise its core varietals offering.Supporting the brand’s existing links with its fashion-conscious audience, the new-look collection is designed to shake up the category on shelf and has incorporated a number of key quality cues to give the portfolio a clear two-tier range and increased stand-out.
Marketing controller of Echo Falls, Amy White, 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.”
“In addition, 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.”
The change in the shape of the label – on both tiers – aims to give a more contemporary feel, whilst maintaining consistency in the visual cues across the entire range, and at the same time incorporating the characteristic Echo Falls ‘wine wave’ – synonymous with the brand.
The result is more clearly defined varietals range that gives consumers the next step up to a premium selection of wines from the blends that appeal to the entry level.
In addition, as part of the brand’s extension plans the team at Echo Falls has been carrying out research into the launch of a new line which will enhance and emphasise the fruit-driven character of the Echo Falls range.
Details on the new wines will be announced later in the Spring.
