The brand - which has an 11 per cent share of the Californian wine market in the UK and is owned by Constellation Europe - hired Shine after a competitive pitch.
'Echo Falls has identified a type of consumer called the "newbie" - someone in their early twenties, not naturally a wine drinker,' said Shine managing partner Erika Hendrick. 'The campaign will aim to make Echo Falls one of their favourite brands.'
Hendrick added that Shine would help to create a 'brand personality' that would appeal to women whose weekend starts on a Thursday 'with a bottle of wine and a chat with girlfriends about what they were going to wear and do on Saturday night'.
The incumbent was Seal Communications.