Accolade Wines is set to launch ProsEcho Falls in response to the continuing growth of the prosecco market.

ProsEcho Falls (11% abv) will join the Echo Falls range at a price of £10 rrp in late October to meet Christmas demand. A mini (20cl) will also be launched.

“The prosecco market is now worth £617m annually to the UK off-trade, with 4.5% growth year-on-year and 81.6% of this growth has been incremental to the wine category”, said Echo Falls brand manager Laurence Hinton.

“Prosecco has been successful at attracting new shoppers to the category but with prosecco penetration at only 32.8% of the population, there’s still plenty of room for growth.”

Echo Falls wine drinkers, defined by Accolade as ‘Newbies’, are loyal with a high likelihood to re-purchase and trust the brand, according to the company. The average Echo Falls shopper spends £49.18 on prosecco, buying it six times a year.