Summer’s most iconic sip is here! Echo Falls has partnered with social media sensation GK Barry to launch a limited-edition Summer Berries 9% Fruit Fusion bottle – the juicy, fruit-packed blend bursting with vibrant berry flavours that delivers refreshment with serious personality.
Landing in major grocers nationwide from 1st July, the collaboration is a strategic move to inject energy and excitement into the fruit wine category, boost relevance with new audiences and build on Echo Falls’ position as the number one flavoured wine brand in the UK. 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, this campaign taps directly into shopper behaviour.
Fruit Fusions remains a powerhouse for the brand, contributing to a total RSV of £35 million. With over 6.4 million units sold last year, Echo Falls Fruit Fusions continues to outperform in a challenging market – offering shoppers an accessible, great-tasting, lower ABV wine option that pops on-shelf and over-indexes with flavour-seeking consumers.
Rooted in authenticity and designed in close collaboration with GK Barry herself, the limited-edition bottle brings her signature unfiltered charm to life through bold visuals and playful on-pack messaging, making it a true conversation starter, both on shelves and at summer social occasions.
Backed by a digital-first campaign, including exclusive GK Barry content and influencer support, as well as an unmissable 360 shopper campaign, both in-store and online – the launch is designed to drive visibility and shopper engagement at every touchpoint. The brand is also linking up with social community, The Girlies Guide for a series of unmissable 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 said: “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.”
