Echo Falls, the UK’s number one fruit-flavoured wine brand, is bringing a new innovation to market this autumn with the launch of its Summer Berries Fruit Fusion Spritz in a can (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 perfectly 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. Research found 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, cans penetration across wine remains low at just 2.6%, presenting a significant opportunity for brands like Echo Falls.
Echo Falls Summer Berries Spritz offers a juicy, fruity profile of strawberries, raspberries and blackberries, delivering on the sweeter flavour profiles that vary from traditional wine and unlocks a new fanbase of flavour seeking drinkers. With its portable, on-the-go format, the new can is perfectly positioned to suit new audiences with social, going out occasions, tapping into behaviours already driving growth across RTDs.
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.
