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Echo Falls Vodka gets travel-retail programme

Accolade Wines has created a promotional programme for the travel retail launch of Echo Falls Vodka Summer Berries.

A pop-up shop onboard P&O Ferries is being followed by tasting activity with DFDS ferries and Eurotunnel’s Calais store from June through to September.

The P&O pop-up shops on the Dover Calais routes were intended to highlight the versatility of the brand’s new flavoured vodka, through serving suggestions, cocktail menus and sampling. It also included special multi-buy price promotions across the new Echo Falls Summer Fruits Vodka, Fruit Fusions and Wine portfolio.

Rupert Firbank, Accolade Wines commercial director global travel retail, says: “We saw flavoured vodka as the next logical step for the Echo Falls brand, given the success of our Echo Falls Fruit Fusion collection. In the market, categories are blurring, with fruit cider leading the way. We saw a gap for a more affordable flavoured vodka offering, which we think will attract new consumers to the category. Early results are hugely promising. Within travel retail, we are now listed with P&O Ferries, DFDS and Eurotunnel, and are committed to build on this initial presence in 2018 and beyond.”

“There are many similarities between the profiles of flavoured vodka shoppers and the Echo Falls Fruit Fusion shopper,” notes Firbank. “Our research revealed that the latter is twice as likely to buy flavoured vodka compared with other wine shoppers, but feels priced out of the category. We’re confident that our new vodka introduction will prove hugely popular with this customer demographic, and allow us to add yet another profitable pillar to the successful Echo Falls portfolio.”

10 July 2018 - Sam Coyne The Drinks Report, news editor