Echo Falls launches hard seltzer range

By Éilis Cronin in Alcohol 11th August 2020

Wine brand Echo Falls has added a range of Rosé Seltzers to its portfolio, in a move designed to “appeal to consumers looking to moderate their alcohol consumption”.

The range is available in Blueberry & Hibiscus, Strawberry & Pink Pepper, and Raspberry, Lychee & Rosé flavours, combining Rosé wine, sparkling water, and fruit flavours, in 250ml cans retailing at £2 each.

Echo Falls said the range is aimed at consumers “cutting back and cutting out”. It said the trend for hard seltzers is booming as lighter alternatives to traditional drinks such a beer or wine, and “will likely witness the highest growth rate within the UK’s ready-to-drink category over the next five years”.

The brand said the cans are ideal for out-of-home consumption “for those looking for a lighter option to enjoy with friends”.

Abigail Whithair, innovation commercialisation manager at brand owner Accolade Wines, said: “Blurring alcohol categories are becoming more popular and the trend for hard seltzers is here to stay.

“Combined with an increased demand for no/low alcohol products, we’re confident that our light Rosé Seltzers will prove popular with UK shoppers.

“This range aligns with our new ‘your friend in wine’ brand positioning, as we look to bring back younger shoppers (35 and under) to wine and navigate them through the portfolio, who we may have been lost to other categories such as gin.”