Vinarchy has added an RTD option for wine brand Echo Falls in the UK.
The Australia-based wine group is launching a 275ml version of its Echo Falls Blue Raspberry product.
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The “single-serve” bottle is going on sale at retailers including Asda, Morrisons and The Co-op, at a recommended retail price of £3.25 ($4.30).
The new product follows the launch of Vinarchy’s Echo Falls Blue Raspberry “fruit fusion” wine earlier this year.
According to Vinarchy, the wine has had a “blockbuster start”, with more than two million bottles sold into UK wholesale and convenience outlets.
Echo Falls brand manager Taran Dhillon said Blue Raspberry’s “success hasn’t been confined to one channel or one type of shopper mission”.
“We’ve seen it perform through convenience and grocery, while the consumer response has shown us the flavour has a life well beyond the weekly shop,” Dhillon added.
“We already know people want Blue Raspberry; now we can put it into a format that changes where and how it can compete.
“It means we can take a proposition that has performed incredibly strongly in take-home and put it shoulder-to-shoulder with the RTDs and flavoured drinks already winning more immediate drinking occasions.”
In April, Vinarchy rolled out a 250ml canned red wine-and-cola RTD under its Jam Shed label.
Two months later, the company also introduced two 10.5% abv “lighter-style” wines under its Campo Viejo Rioja brand.
Vinarchy was created last year through the combination of Accolade Wines and the wine assets acquired from Pernod Ricard by Australian Wine Holdco. Its portfolio also includes Hardys and Jacob’s Creek.
