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New designs for Echo Falls two-tier portfolio

Echo Falls has refreshed its packaging giving its blends a more contemporary look and feel, and its core varietals range a more premium image.

In line with the brand’s target audience, 25-35 year old fashion-conscious females, the new-look has been designed by Drink Works to “shake up the category on shelf” and give increased stand-out to the Echo Falls two-tier range.

Marketing controller of Echo Falls, Amy White, comments: “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 - gives a more contemporary feel, while 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 a 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. “We are confident that all the new designs will appeal to our core consumers,” adds White. “The accentuated use of colour, the addition of gold and the better defined graphics, will give us improved stand out in-store and will reinforce Echo Falls’ status as one of the UK’s leading wine brands.”

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.

Echo Falls claims to be the number two US wine brand in the UK and the overall number three wine brand amongst the top ten best-selling brands. There has been an incredible history of growth in the 10 years since it was launched.

7 April 2014 - Felicity Murray The Drinks Report, editor