Echo Falls picks Shine

Californian wine brand Echo Falls has appointed Shine Communications as it seeks to target women in their early twenties.

Echo Falls: popular Californian wine
Echo Falls: popular Californian wine

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.

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