Building on the standout success of Blue Raspberry, Echo Falls is “supercharging its flavour-led innovation strategy” with the launch of the 9% ABV Fruit Fusion Sour Apple, the latest addition to a pipeline designed to bring new shoppers, flavours and incremental growth into the category.
Sour Apple will make its debut across wholesale as a first-to-market exclusive in September, ahead of wider roll-out across the grocery channel from October, putting the new launch on shelves in time for the key Halloween trading period.
The new variant pairs a vivid green liquid with a glow-in-the-dark Echo Falls monogram on-pack, offering a timely point of difference on shelf to maximise visibility.
The launch comes hot on the heels of Blue Raspberry, which has sold more than 2m bottles into wholesale and convenience since launch, the supplier said.
Sour Apple capitalises on that momentum, evolving the bold, fruit-forward flavour proposition that’s become synonymous with Echo Falls for a new generation of shoppers. With colourful, sweet and high-impact flavours significantly over-indexing with 18-35s across adjacent drinks categories – and flavour itself a key driver of trial – Sour Apple is an ideal addition.
Tom Smith, marketing and category director for Europe at supplier Vinarchy, said: “Echo Falls Fruit Fusions is about making the category feel more accessible, exciting and relevant to a broader range of shoppers, and we’ve built real equity around flavours that aren’t afraid to stand out. Two million bottles later, we’re not about to start playing it safe.
“We know exactly what Fruit Fusions is good at, and the opportunity now is to keep building on that with confidence. Sour Apple has the bold flavour and visual impact people associate with Echo Falls, but importantly, it also gives us another highly recognisable flavour with the potential to work at scale.”
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