Vinarchy’s Echo Falls is launching a ready-to-drink wine product in the UK which aims to target Gen Z consumers.
The 250ml canned format Summer Berries Fruit Fusion Spritz will have a 9% abv.
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It will be rolled out in nationwide retailers Tesco and Asda from the end of this month and will have a recommended retail price of £2.50 ($3.35) a can.
Commenting on the launch in a statement, Tom Smith, marketing director for Europe at 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.”
According to the statement, the new product carries a fruity flavour profile combining of strawberries, raspberries and blackberries, which taps into into “sweeter flavour profiles that vary from tradition wine and unlocks a new fanbase of flavour seeking drinkers”.
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By GlobalDataThe canned, “portable” format of the drink also allows it to work for new consumers that have “social, going out occasions”.
Vinarchy was set up at the end of April when the owner of Accolade Wines completed the purchase of a clutch of wine assets from Pernod Ricard, creating the new wine company.
The group combines the assets of Accolade Wines with the Australian, New Zealand and Spanish wine operations formerly owned by Pernod Ricard, which were acquired by Accolade owner Australian Wine Holdco Limited earlier this month after a deal announced last year.
Those assets include wines from three different origin countries, including Jacob’s Creek, Orlando and St Hugo from Australia, Brancott Estate, Stoneleigh and Church Road from New Zealand, as well as Campo Viejo, Ysios, Tarsus and Azpilicueta from Spain.
Accolade’s portfolio of Hardys, Echo Falls and Jam Shed also sit under Vinarchy.
Winemakers globally have been actively figuring out how best to adapt their portfolios to attract Gen Z consumers.
Most recently last month, wine major Gallo snapped up Whiny Baby, the California-based business launched five years ago to make wine more approachable for Gen Z drinkers.
In an Instagram post, Gallo said: “Created by Jess Druey, Whiny Baby is all about making wine fun, fresh, and approachable. Together, we’re on a mission to welcome the next generation of wine lovers.”
