Vinarchy has extended the Fruit Fusion line of its Echo Falls wine brand to incorporate an RTD-sized pack offering.
The 27.5cl bottle, which launches this week in the UK off-premise, represents what the brand owner described as a “doubling-down” on “one of its biggest launches of the year. Blue Raspberry was the debut variant for Echo Falls’ Fruit Fusion range, which was unveiled – also in the UK – in March.
The smaller size goes on sale in a number of retail multiples with an SRP of GBP3.25 (US$4.30) per unit.
“While 75cl has established Blue Raspberry in the take-home fixture, 27.5cl brings the flavour into more immediate, impulse-led missions, spanning festivals, events and social occasions, with a ready-to-enjoy format that can work across both the chiller and ice bucket,” said Vinarchy. “Its electric-blue liquid carries through the standout of the original, giving the smaller bottle the same instant recognition that has helped fuel Blue Raspberry’s success to date.”
The group’s brand manager for Echo Falls, Taran Dhillon, added: “One of the most encouraging things about Blue Raspberry has been that its success hasn’t been confined to one channel or one type of shopper mission. We already know people want Blue Raspberry; now we can put it into a format that changes where and how it can compete.
“It means we can take a proposition that has performed incredibly strongly in take-home and put it shoulder-to-shoulder with the RTDs and flavoured drinks already winning more immediate drinking occasions.”
Speaking exclusively to Global Drinks Intel last month, Vinarchy’s CEO, Danny Celoni, bemoaned innovation’s recent tendency to be “quite replicative”.
“There’s been a lack of differentiation, which is why we see a lot of clutter,” he said. “One of the insights that our consumers tell us is that it’s really difficult to shop for wine in the retail environment, because of so many choices on offer.
“The main areas we’ve identified for innovation are in refreshment, accessibility, easy & light, bold & fun colours and moderation. We intend to be disruptive – what we do needs to be different.”
