Our NPD insight got Echo Falls into high spirits - we uncovered a £2.2m opportunity in flavoured vodka
Accolade Wines wanted to explore opportunities for Echo Falls outside of the wine category to help them attract a new segment of consumer spend. To understand the target consumer we used their sub brand ‘Fruit Fusion’ as a case study to explore how it successfully recruited new shoppers and the kind of occasions it was consumed at. To identify a suitable NPD, we analysed Echo Falls shoppers to understand what other alcohol they bought. We found that their consumers bought vodka 10 times a year, spending around £150, exposing a clear desire for a vodka product in their portfolio.
Accolade Wines used our recommendation to begin the NPD process and developed a flavoured vodka which they launched in 2017. Their development team thanked us for helping them to propel Echo Falls beyond the wine aisle and uncover a new area of growth and profit opportunity. The launch is currently worth £2.2m*.
Source Kantar Worldpanel - £2.2m refers to the 52we 12th Aug 18 sales value.