Californian held an event for press and lifestyle bloggers this week, with the help of , at the Oxo Tower Wharf in London to market its fruit-based wine range Fruit Fusions, which was first launched in July 2014. Event caught up with Laurence Hinton to find out about the brand's marketing strategy and its upcoming experiential activity.
Who is the target market for this range?
Newbie consumers, who are in their early 20s to mid 30s and are disengaged with wine. They want to try wine and it is in their repertoire of drinks but they don't really know what they like yet. Newbie consumers can try these wines and, because of their sweet profile, they are easier to consume. The aim is that they get a feel for what they like and then will hopefully move on to the rest of the range and other wines from there.
How is Echo Falls using events and experiential to market the Fruit Fusions range?
Echo Falls is trying to create a new direction for wines and, as with any new innovative product like the Fruit Fusions range, it needs to be tasted. We want as many people as possible to try it and for them to tell everyone else about it.
From July onwards, we will running lots of experiential activities to get as many people trying the range as possible. Some will be invite-only events, some will be very different, which I cannot reveal yet.
Last year we partnered with The Luna Cinema and we will be exploring that partnership again for this year. We really want to create fun and innovative tastings for consumers.
What are the key brand messages that you are trying to communicate through experiential?
The Echo Falls brand is about spontaneity and the fun side of wine. Our aim is to bring people into the wine category who might not necessarily be thinking about wine. Fruit ciders are a great example. We've seen a boom over the last few years and we saw our consumers moving across to fruit ciders. This Fruit Fusions range is about trying to bring them back to Echo Falls.
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