Echo Falls to add Chilean
Constellation Europe has revealed plans to widen the appeal of its Echo Falls wine brand and add an exclusively on-trade range to its Houghton portfolio.
The global wine giant said it plans to expand Echo Falls out of its traditional Californian base to incorporate wines from Chilean regions. It will initially launch two varietals, Echo Falls Sauvignon Blanc and Echo Falls Shiraz. The move marks the first mainstream Chilean wine addition to Constellation's portfolio.
The focus for the additional wines will be to introduce new wine drinkers to the brand and to appeal to a younger wine drinker than Echo Falls's traditional 40+ consumer.
Constellation also plans to roll out its Echo Falls Spritz concept into draught by the end of the year. Spritz was first introduced last year in single-serve bottles, which boasted just one unit of alcohol per 250ml bottle.
Separately, a wine range named after a well-loved Australian rogue is set to join Constellation's on-trade offerings in October.
The Bandit range from Houghton comprises a Sauvignon Blanc Pinot Gris, a Chardonnay Viognier and a Shiraz Temperanillo.
Bandit is named after a well-known bushranger nicknamed Moondyne Joe, who had a reputation in 1860s Western Australia for his ability to escape from jail. He was eventually captured in the Houghton winery cellars in 1869, thirst being his unfortunate undoing.
"These excellent additions to a highly successful range will serve to significantly strengthen our premium wine offering," said VP of consumer marketing Clare Griffiths. "We're confident that the characterful Bandit range will quickly win the hearts of our target 'engaged explorer' and 'expert' consumers (as identified through Constellation's in-depth study into the buying habits of British wine consumers, Wine Nation)."
