Top 15 UK wine brand Echo Falls Nielsen MAT to w/e 11.07.09 has kicked off its 2009 UK bus tour, which aims to take Echo Falls wines direct to the brand’s target new-to-wine consumer.
Having commenced at Camp Bestival at the end of July, the Echo Falls bus will continue to appear at a range of UK festivals over the course of the summer.
The festivals, which include Beachdown in Brighton and Bestival on the Isle of Wight, all boast a high footfall from new-to-wine consumers, or ‘Newbies’, as identified through Constellation Europe’s Wine Nation research Wine Nation is the biggest study of its kind into the lives of UK wine consumers.
As well as having the highly visible Echo Falls bus on-site at each event, Echo Falls will be the sole wine provider across all of the festival bars, serving Echo Falls Merlot, Chardonnay and White Zinfandel, as well as the ever-popular Echo Falls Spritz. To raise awareness of the tour, the experiential activity is being documented online on a dedicated Facebook page, and exclusive festival tickets are being made available to consumers via giveaways in key Newbie media.
The bus tour follows Echo Falls’ highly successful sponsorship of Channel 4’s hit reality TV show, Come Dine With Me, which came to an end last month, and aims to keep the brand front of mind with consumers in the wake of the sponsorship. Echo Falls is currently a rapidly-growing wine brand, up +23% in annual volume sales1, and the sampling activity is set to continue this momentum.
Clare Griffiths, VP European Consumer Marketing for Constellation Europe says: “Echo Falls has been a massive success story for Constellation, becoming a £100m brand in just 5 years and the fastest-growing US wine brand Nielsen Total Coverage June 2009.
“Taking our Echo Falls bus on the road for two months affords us valuable face-to-face interaction with our target consumers at key Newbie events, and provides maximum visibility for the brand. The sampling activity carried out to date has provoked a phenomenal consumer reaction, and, twinned with the recent Come Dine With Me sponsorship, is sure to drive valuable sales for the retailer.”