Echo Falls Launches New Wine Pouch Exclusively In Asda

04 Jun 2013 --- The launch of a new 1.5L pouch for Echo Falls represents a move by the brand to extend the brand’s footprint into a new format with the aim of targeting new consumers to the brand and the Californian category.

A first for the Accolade Wines portfolio, the new pouch format will be uniquely available in the UK and is a special initiative with Asda to broaden the appeal of Echo Falls. Two of the Echo Falls wines, the Californian White Zinfandel and the Italian Chardonnay Pinot Grigio, will be available in this new format at a Recommended Retail Price of £9.99.

Commenting on the launch, Neil Marolia said, “We are excited about the Echo Falls pouch as this a first for the Accolade Wines portfolio and for the Echo Falls brand. The new format not only gives us the chance to expand our appeal to a wider audience and attract newer consumers to the category.

“The Echo Falls pouch is the ultimate in convenience,” Marolia continued, “it is lightweight, easy to carry and fits easily in your cooler box and with the added advantage of chilling faster than a bottle. Once you have finished, it’s easily crushed so it takes up no space and is easily disposed.”

To support the pouch’s launch Echo Falls will be running a weekly competition on the brand’s Facebook page giving fans the chance to win one of the new pouches.

Kirsty Simpson, Bag in Box buyer at Asda said, “The new Echo Falls pouch has landed in store just in time for the recent sunny weekends. This brilliant crisp and fruity wine will appeal directly to the Asda customer base and with its innovative packaging, it taps into all summer occasions including BBQ’s, picnics and parties.”