Constellation Europe has launched a bus tour of the UK for its Echo Falls wine range.

The company said today (21 August) that the tour, which "aims to take Echo Falls wines direct to the brand's target new-to-wine consumer", began last month at the Camp Bestival music festival. The bus will continue to appear at a range of UK festivals over the course of the summer.

Among the UK festivals that the bus will visit are Beachdown in Brighton and Bestival on the Isle of Wight.

As well as having the bus on-site at each event, Echo Falls will be the sole wine provider across all of the festival bars, serving Echo Falls Merlot, Chardonnay and White Zinfandel, as well as Echo Falls Spritz. The tour is also being documented online on a dedicated Facebook page, and exclusive festival tickets are being made available to consumers via giveaways.

"Taking our Echo Falls bus on the road for two months affords us valuable face-to-face interaction with our target consumers at key 'Newbie' events, and provides maximum visibility for the brand," said Clare Griffiths, VP European consumer marketing for Constellation Europe.

Earlier this year, Constellation Europe secured a sponsorship deal in the UK with Channel 4 for the hit television show Come Dine With Me.