Wine brand Echo Falls has unveiled a campaign for its limited-edition 9% Summer Berries Fruit Fusion bottle in collaboration with social media star GK Barry.
The collaboration aims to increase awareness of the brand among younger shoppers.
GK Barry said: “When Echo Falls slid into my DMs, I honestly couldn’t say no, I’ve been a fan of Summer Berries for years, so to have my own bottle? Iconic.
“Summer Berries has always been my go-to, so giving it the full Barry treatment was a dream. It’s loud, it’s juicy, and it’s got main character energy – just how I like it.”
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Central to the marketing drive is a 360 shopper campaign, designed to grow customer engagement. The campaign will also include exclusive content from GK Berry.
Echo Falls has also teamed up with social community The Girlies Guide to for a series of all-female events.
Tom Smith, marketing and category director at Vinarchy, said: “This partnership is about meeting shoppers where they are – with flavour, fun, and a familiar face they trust. We know Echo Falls resonates with this generation of wine consumers, but this collaboration supercharges that connection.
“It’s fun, fruity and full of personality – exactly what shoppers are looking for this summer! In a category that’s seen fewer NPD launches recently, we’re excited to bring a real sense of energy back into the aisle by giving loyal fans something new, while also recruiting new consumers and broadening wine’s appeal.”
