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Wine labels link with fashion

To celebrate its partnership Clothes Show Live, the UK’s largest fashion & beauty event, Echo Falls wine brand is launching three limited edition fashion labels exclusively with Tesco.

The new packaging will engage with ‘Newbie’ consumers – young adults who are new to wine – at the fixture by emulating three key fashion trends on its 75cl range. Echo Falls Merlot will be modelling Leopard print, Echo Falls Chardonnay will be wearing Metalics and Echo Falls White Zinfandel will be packaged up in Paisley.

As part of the brand’s recent social media drive, which has seen the number of Echo Falls Facebook fans rise from 25,000 to 90,000 this year, the new fashion packs will also incorporate a call to action on the front of the label, driving consumers to the Facebook page where they can win an array of prizes. In addition, Facebook advertising that highlights the new fashion packs will have a total estimated reach of 8 million 18-35 year old females, while @TescoWines will also be tweeting about the fashion packs.

Activity will be further amplified with a social media partnership with What I Wore Today (, the UK’s largest fashion social network founded by Poppy Dinsey, which allows people to upload their outfits each day and achieves 350,000 visits per month.

Anya Saikkonen, Accolade Wines' senior brand manage for Echo Falls says: “Echo Falls’ on-shelf impact is extremely important in such a competitive, impulse-led market. These new limited edition fashion packs will resonate with our target consumer and create maximum stand out at the fixture, driving incremental sales during the busy lead up to Christmas.

“We are also very excited to be working with both the Clothes Show Live and the UK’s largest fashion social network which will enable our consumers to engage with the brand in an arena that is hugely relevant to them.”

As the exclusive wine partner of Clothes Show Live, the limited edition labels will be showcased at the Echo Falls bar from 7th to 11th December where up to 80,000 consumers will have the chance to try the Echo Falls range whilst having their nails wrapped in similar designs to the fashion pack bottles at the exclusive Echo Falls nail bar.


1 December 2012 - Felicity Murray