When Echo Falls Blue Raspberry Fruit Fusion launched in March, it went viral. Its hue, not ruby, nor amber nor rose pink, but a zippy nightclub-neon blue, intrigued the curious bunch of TikTok and Instagram, with the brand’s campaign quickly hoarding 9.7 million views from 2.8m consumers. The new product sold out before it even launched. Since, more than two million bottles have been snapped up in convenience and wholesale.
“It was a dream,” Taran Dhillon, Echo Falls brand manager at Vinarchy tells the drinks business, frank about the moment the fruit-flavoured wine soared to social media stardom. The 9% ABV drink is designed for casual occasions like social gatherings, lubricating many a birthday party and BBQ this summer, priced at just £5.95 in Sainsbury’s.
Nearly half (45%) of Blue Raspberry shoppers are under 34, according to Shopping Panel Data.
This is no mean feat amid a struggling time for wine. Consumption of wine dropped by 2.7% to 208 million last year according to the International Organisation of Vine and Wine (OIV), marking its fourth consecutive year of decline. Specifically, in the UK, consumption slumped 2.4%, hitting a record low.
Almost a quarter of British adults do not drink at all, according to the NHS’s 2024 Health Survey, with that percentage climbing to about 35% for those aged between 16 and 24.
With this in mind, going viral is a pipe dream for many in the wine space, scratching their heads as to how to win a generation that seems more taken with run clubs than raves, wellness over wine bars, and when they do drink, Buzzballs over Bordeaux.
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