Echo Falls is expanding its Fruit Fusions range with the launch of Sour Apple (9% ABV), building on the success of its Blue Raspberry variant.
The new flavour will launch as a wholesale exclusive in September before rolling out across grocery from October, arriving in stores ahead of Halloween. Sour Apple features a bright green liquid and a glow-in-the-dark Echo Falls monogram designed to help it stand out on shelf.
The launch follows strong performance from Blue Raspberry, which has sold more than two million bottles through wholesale and convenience since launch. The flavour is now available in 26% of the market and is selling almost 80,000 units a week across major grocers. Early data indicates sales are largely incremental and are helping drive growth across the wider Echo Falls portfolio.
Echo Falls said Sour Apple continues its strategy of offering bold, fruit-led flavours aimed at attracting new shoppers to the category. The company highlighted the popularity of colourful, sweet flavours among 18 to 35-year-olds across the wider drinks market and identified flavour as a key driver of product trial.
Sour Apple will be available in Booker, Spar, Costco and Unitas depots from 31 August, with an RSP of £6.
