Echo Falls has launched its new Blue Raspberry Fruit Fusion into the wholesale channel.
Blue Raspberry Fruit Fusion has been launched into UK wholesale depots including Booker and Parfetts, as well as local cash and carry outlets with a three-month exclusivity window.
Vinarchy says the wholesale-first strategy is designed to accelerate early uptake and maximise engagement while enabling retailers to capitalise on a flavour trend – a primary driver of trial among consumers entering the category – ahead of the wider rollout across grocery.
Within convenience, the NPD will be supported by electric POS materials including pallet wraps and FSDUs to drive visibility in high-footfall areas and elevate in-store theatre, while social media and above-the-line activity will see targeted sampling and digital amplification to build awareness and drive trial.
The SKU has an ABV of 9%, and has been developed for multiple drinking occasions, with a bright blue liquid designed to maximise visibility in chillers and on shelf.
Senior brand manager at Vinarchy, Maggie Applegate, said: “We know that more people are discovering wine differently - flavour-first, occasion-led and often outside of traditional cues. Blue Raspberry is about meeting that behaviour head-on and giving retailers a tangible opportunity to capture that demand within wine, rather than seeing it play out in other categories.
“Putting this into wholesale first has been intentional and the results speak for themselves. It allows independents to back a flavour we can already see resonating across the market and drive incremental spend from shoppers. The category must evolve with how people are drinking, and we see this as a clear step forward for both consumers and our wholesale partners.”
No comments yet