Two Chilean varietals launched by Echo Falls

Having succeeded with its Echo Falls Californian wine range, Constellation Europe is now targeting the mainstream Chilean category with the launch of two Chilean varietals, Echo Falls Sauvignon Blanc and Echo Falls Shiraz

At just five years old, Echo Falls is a top 20 UK wine brand showing an impressive 23% value growth* year-on-year, making Echo Falls the second best performing brand across the Constellation portfolio. Following the well-received launch of Echo Falls Spritz last year, this latest brand extension looks set to continue the upward trend.  

An in-depth study into the lives of UK wine consumer has given Constellation Europe, the producer says, a better understanding of the new-to-wine consumer. Using this considerable insight, Constellation has identified an opportunity to extend its Echo Falls offering and, in doing so, increase sales opportunities amongst "Newbies" - relatively young, new-to-wine consumers with a female bias - through additional varietals.  

The move is a first for Constellation Europe, which at present has no mainstream Chilean brand. The Chilean category is currently under performing in the UK**, and its consumer base is older with a distinctive male bias. Blended specifically with the Newbie palate in mind, the new Echo Falls Sauvignon Blanc and Shiraz varietals will bring an entirely new consumer to the Chilean category. Newbies tend to experiment with new varietals through their trust of well-known labels, such as Echo Falls.

The launch of Echo Falls? new Chilean varietals will be backed by a comprehensive summer-long ATL and BTL marketing campaign. The new varietals are now available to order across all channels with an off-trade SSP of £5.49.

* Nielsen MAT to w/e 21 March 09
** Nielsen data January 09

1 May 2009 - Felicity Murray