Echo Falls launches a Prosecco and the name is a work of genius
Echo Falls has branched out of its Californian heartland to launch a Prosecco in time to capitalise on the Christmas trading period.
ProsEcho Falls is the genius name of new brand, which was produced in the Prosecco region of Italy.
“The Prosecco market is now worth £617 million annually to the UK off-trade, with 4.5% growth year-on-year, and 81.6% of this growth has been incremental to the wine category,” said Laurence Hinton, brand manager for Echo Falls, referencing Nielsen and Kantar data to July 2018.
“Prosecco has been successful at attracting new shoppers to the category but with prosecco penetration at only 32.8% of the population, there’s still plenty of room for growth.”
Last year Echo Falls launched a flavoured vodka and it has enjoyed great success with its fruit wine range, so brand owner Accolade has decided to branch out even further with the new Prosecco.
It has an abv of 11% and comes with an rrp of £10 for a 75cl bottle, while there is also a 20cl fractional set to hit the market in late October.
“Echo Falls over-indexes with wine newbies and our research shows that a recognised brand is important to this group’s purchasing decisions,” added Hinton. “As the largest top 10 brand to launch a Prosecco, we are confident that our entry into this category will help to drive growth and a larger profit opportunity for the trade.”
The Prosecco Coldiretti revealed last week that exports to the UK have dropped 7%, ending a decade of phenomenal growth and leading the trade to declare that the popular Italian sparkler has finally peaked.
The Coldiretti blamed the weakening pound after the Brexit vote for the declines, along with reports linking it to tooth decay. “Nationalistic fake news designed to discredit the Italian drink seems to have had an impact on sales,” it said.
Yet Echo Falls is undaunted and it hopes to reignite growth in a category that has been a star performer in the off-trade for many years.
“ProsEcho Falls can be drunk by itself or mixed with Echo Falls Summer Berries flavoured Vodka for a unique cocktail that matches up with the party and release moments when, for most newbies, cocktails and spirits are the drinks of choice,” said Accolade, using language that has never been seen in any press release about Prosecco before.
“The launch is the latest in an array of disruptive launches over the last 12 months with Echo Falls Summer Berries flavoured Vodka, Festi Falls wine on tap and the sponsorship of ITV2’s most successful TV show, Love Island. The launch will be supported in the on trade with branded ProsEcho Falls sippers and unique serves for Christmas and tactically through the year.”
So there you have it: look forward to more disruptive launches and Love Island tie-ins in the next 12 months from Echo Falls.