UK: Constellation rolls out “Spritz” for women

Constellation Europe is extending its Echo Falls range in the UK with a spritzer variant designed for women.

Echo Falls Spritz, a 4% abv wine spritzer, is set to enter the "lighter drinking" market which Constellation says could be worth GBP200m (US$399.6m) to the wine category in the UK within five years.

Constellation has combined its Chardonnay and White Zinfandel varietals and blended them with sparkling water to create the beverage.

The sparkling wine will be presented in a "bespoke embossed glass screwcap bottle", while the four-packs will be presented in "mini-wine bottle style" carriers.

The launch of Echo Falls Spritz in the UK will be backed by a summer-long marketing campaign. It will appear on TV supported by sampling at events with an Echo Falls tour bus, trade and consumer advertising, price promotions and a range of POS support.