Echo Falls is the latest wine brand to have a multi-country range.
The Californian mass-market brand is extending its reach to Chile. It will launch a Sauvignon Blanc and a Shiraz under the Echo Falls label.
It follows in the footsteps of Lindemans, which moved into South Africa and Chile in 2006; and Blossom Hill that now produces South African, Chilean and Italian wine under the label.
What does all this mean? Does origin matter anymore? I’d argue most consumers couldn’t give a monkeys. Wine Intelligence research shows country of origin sits a lowly fourth in order of importance when buying wine in the UK. Grape variety and promotion are the two most important purchasing cues.
Of course, for fine wine, country (and region) of origin does matter. The allure of Domaine de la Romanee Conti and the whole concept of terroir lies in its sense of place. But consumers don’t care about terroir; many can’t even pronounce it.
Consumers want a brand they can trust and a bargain. It’s a reality and a sad one. You might not like Echo Falls but the truth is, it sells. And that’s a lot more than you can say for many wines.
