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Echo Falls, owned by Vinarchy, has announced the expansion of its Fruit Fusions portfolio with the commercial rollout of Echo Falls Fruit Fusion Sour Apple (9% ABV).
The new variant will debut as a wholesale exclusive in September 2026 before expanding nationwide across the UK grocery channel in October 2026, positioning the launch ahead of the peak Halloween trading window.
The product development combines a vivid green liquid with interactive glow-in-the-dark packaging design to drive on-shelf visibility and capture impulse purchases among adult consumers celebrating seasonal autumn occasions.
Halloween and Packaging Design
The development of Sour Apple targets seasonal purchasing behaviours and the growing "Adultoween" trend, where adult consumers engage in autumn and Halloween celebrations.
To enhance visual impact in low-light retail and social environments, the 75cl bottle features an interactive glow-in-the-dark Echo Falls monogram on the primary label.
Key product specifications and technical attributes include:
🍏 Sour Apple: A 9% ABV flavoured wine offering a crisp, tangy sour apple profile, paired with a vivid green liquid and glow-in-the-dark bottle graphics.
🫐 Blue Raspberry: The established 9% ABV core variant featuring a bright blue liquid matrix.
Performance and Retail Momentum
The rollout follows commercial momentum generated by Echo Falls Fruit Fusion Blue Raspberry, which has sold more than two million bottles across wholesale and convenience channels since its market debut.
According to brand performance metrics, Blue Raspberry currently reaches 26 per cent total UK market distribution, generating sales of nearly 80,000 units per week across major grocery retailers. Internal commercial data indicates that sales of the Blue Raspberry variant have proven largely incremental, driving an overall uplift across the wider Echo Falls portfolio.
By introducing Sour Apple, the enterprise aims to engage younger legal-drinking-age consumers, specifically the 18-to-35 demographic, where colourful, fruit-led, and sweet taste profiles over-index across adjacent drinks categories.
Commercial Availability and Pricing
Echo Falls Fruit Fusion Sour Apple will begin its phased commercial rollout in September 2026 as a first-to-market exclusive across UK wholesale partners.
A nationwide retail rollout across UK grocery stockists and supermarket chains will follow in October 2026, carrying a recommended retail price (RRP) of £6.00 per 75cl bottle ahead of Halloween trading.
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