Echo Falls has partnered with social media star GK Barry to launch a limited-edition Summer Berries 9% Fruit Fusion drink.
Rolling out in major grocers starting this week, the collaboration aims to boost relevance with new audiences and inject energy into the fruit wine category. With 58% of UK adults saying they buy food and drink that sparks conversation, and nearly half having purchased something promoted by a social personality, Echo Falls stated that the campaign taps directly into shopper behaviour.
Fruit Fusions remains a strong performer for the brand, contributing to a total RSV of £35m. With over 6.4 million units sold last year, Echo Falls Fruit Fusions continues to outperform in a challenging market, offering shoppers an accessible, lower ABV wine option that over-indexes with flavour-seeking consumers.
Backed by a digital-first campaign, including exclusive GK Barry content and influencer support, as well as a 360 shopper campaign, both in-store and online, the launch is designed to drive visibility and shopper engagement. The brand is also linking up with social community, The Girlies Guide, for a series of all-female events.
Tom Smith, Marketing and Category Director at Vinarchy, said: “This partnership is about meeting shoppers where they are – with flavour, fun, and a familiar face they trust. We know Echo Falls resonates with this generation of wine consumers, but this collaboration supercharges that connection. It’s fun, fruity and full of personality – exactly what shoppers are looking for this summer!
“In a category that’s seen fewer NPD launches recently, we’re excited to bring a real sense of energy back into the aisle by giving loyal fans something new, while also recruiting new consumers and broadening wine’s appeal.”
GK Barry added: “When Echo Falls slid into my DMs, I honestly couldn’t say no – I’ve been a fan of Summer Berries for years, so to have my own bottle? Iconic. Summer Berries has always been my go-to, so giving it the full Barry treatment was a dream. It’s loud, it’s juicy, and it’s got main character energy – just how I like it.”
