# Young Adult-Targeted Botanical Wines The Echo Falls Botanicals Range Includes Two New Flavors By Michael Hemsworth | Published 2020-05-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/echo-falls-botanicals References: [conveniencestore](https://www.conveniencestore.co.uk/alcohol/echo-falls-launches-botanicals-flavours/605030.article) & [echofallswine](http://echofallswine.co.uk/) The [Echo Falls Botanicals](https://www.trendhunter.com/trends/fruit-fusion) range has been expanded by [Accolade Wines](https://www.trendhunter.com/trends/bink-wines) to offer consumers in the UK with a premium fruit-forward wine that's perfect for enjoyment in the warm weather. The wines are targeted at young adult consumers and feature a fruitier profile with a [lower ABV of 5.5%](https://www.trendhunter.com/trends/future-chteau) to make them suited for the needs of those who are used to sipping beers or ciders. The wines come in new Raspberry & Lavender and Melon & Mint options, which are perfect for consumers seeking a fruity alternative to conventional wine varieties. European Marketing Director at Accolade Wines Caroline Thompson-Hill spoke on the new Echo Falls Botanicals additions saying, "Echo Falls is the UK’s number one fruit flavored wine brand, worth £68.4m in a total category valued at £129.4m, and it’s important that the brand keeps up-to-date with trends and leads in innovation. The new Botanicals range demonstrates that Echo Falls has listened to its shoppers by bringing a refreshing and innovative style to customers, which also caters to the growing NoLo category driven primarily by younger consumers.’’ ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 21% | Activity: 37% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Fruit-forward Wine:** Disruptive innovation opportunity: Develop fruit-forward wine options that appeal to younger adult consumers looking for a refreshing and fruity alternative to traditional wines. - **Lower ABV Beverages:** Disruptive innovation opportunity: Create lower alcohol by volume (ABV) beverages with flavors and profiles that rival beers and ciders, catering to the preferences of young adult consumers. - **Innovative Wine Varieties:** Disruptive innovation opportunity: Introduce new and innovative wine varieties, such as the Echo Falls Botanicals range, that offer unique flavor combinations and cater to evolving consumer tastes. ### Who This Affects Most - **Wine Production:** Disruptive innovation opportunity: Explore the production of botanical wines and fruit-forward wine options to meet the demand of the young adult consumer market. - **Alcoholic Beverages:** Disruptive innovation opportunity: Develop lower ABV beverage options that combine the appeal of beers and ciders with the flavors and profiles of wines, appealing to the preferences of young adult consumers. - **Flavored Wine:** Disruptive innovation opportunity: Create innovative flavored wine varieties that offer consumers unique and refreshing options, aligning with the growing interest in new and exciting wine flavors. ## Related on Trend Hunter - [Summer-Ready Sparkling Wines](https://www.trendhunter.com/trends/fruit-fusion.md) - [High-Alcohol Blush Wines](https://www.trendhunter.com/trends/echo-falls-fruit-fusion-orchard-fruits.md) - [Ice-Friendly Sparkling Wines](https://www.trendhunter.com/trends/echo-falls-sparkling-summer-garden.md) - [Gen Z-Specific RTD Wines](https://www.trendhunter.com/trends/vinarchy.md) - [Limited-Edition Influencer Wines](https://www.trendhunter.com/trends/echo-falls-and-gk-barry.md) - [Botanical Alcohol-Free Wines](https://www.trendhunter.com/trends/three-mills-wines.md) - [Accessible Millennial-Targeted Wines](https://www.trendhunter.com/trends/my-fave-wine-range.md) - [Summer-Themed Boxed Wines](https://www.trendhunter.com/trends/mini-box-wine-range.md) - [Low-Alcohol Canned Wines](https://www.trendhunter.com/trends/tuttavia.md)