Echo Falls has teamed up with social media influencer GK Barry to launch a limited-edition Summer Berries Fruit Fusion bottle exclusively through Booker.
The collab marks a “strategic move” for the Vinarchy-owned brand as it seeks to “boost relevance among younger shoppers and inject energy into the fruit wine category”.
Created in close collaboration with GK Barry, the limited-edition bottle brings the influencer’s “signature unfiltered charm to life through bold visuals and playful on-pack messaging”, said the brand.
The design aims to make it a “true conversation starter”, both on shelves and at summer social occasions.
It will be backed by a digital campaign, exclusive content from GK Barry, influencer support and a 360 shopper campaign, both in-store and online.
“This partnership is about meeting shoppers where they are - with flavour, fun, and a familiar face they trust. We know Echo Falls resonates with younger drinkers, but this collaboration supercharges that connection,” said Tom Smith, marketing and category director at Vinarchy.
“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, 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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