Leading fruit-flavoured wine brand, Echo Falls, is bringing a new innovation to market this autumn with the launch of its Summer Berries Fruit Fusion Spritz in a can (RRP: £2.50 – 9% ABV) – a format designed to meet the growing demand for “convenient, flavour-forward drinks” amongst younger adult shoppers.
Rolling out in Tesco and Asda from the end of October, the 250ml cans are positioned for shoppers looking for “affordable indulgence”. The launch reflects Echo Falls’ ambition to broaden wine’s appeal to new audiences by offering “fun, accessible and approachable products that suit modern drinking occasions”.
The move comes as the wine in cans category continues to grow at 19.3% vs YA, significantly outperforming both bottles and boxes, and attracting a younger audience. The brand pointed to research showing that 14% of UK buyers aged 18–24 and 17% of buyers aged 25–34 have purchased wine in a can format in the last six months. Despite this momentum, the penetration of cans across wine remains low at just 2.6%, presenting a significant opportunity for Echo Falls.
Tom Smith, Marketing Director – Europe, Vinarchy, said: “We know that shoppers often see wine as traditional and instead, turn to spirits-based RTDs or ciders for flavour and fun. That’s where cans have a role to play. This format strips away some of the formality typically associated with wine, while delivering the flavour and convenience that shoppers increasingly expect. It also opens the door to new occasions, helping retailers broaden their wine offering in a way that’s modern and incremental to the category – and works for today’s shopper.”
