Accolade Wines has expanded Echo Falls' hybrid drinks selection with the launch of a white wine and rum 'fusion'.Part of the Echo Falls Fusions range, the new product is a blend of Echo Falls white wine and a ‘rum fusion’, with coconut and pineapple flavours. It is bottled at 9% abv and targets two key audiences: 30+ females juggling work and family life, and under 30 ‘experiencers’ who “value new and exciting products”. The launch also aims to capitalise on the growing popularity of rum in the UK, which surpassed sales of £1 billion (US$1.27bn) last year. ‘’Echo Falls is once again bringing a refreshing and innovative flavour experience to the market, with strong consumer appeal and a new and exciting sales opportunity for the trade ahead of the summer,” said David White, marketing director at Accolade Wines, owner of Echo Falls. “This is a unique product for people who like the idea of wine but prefer a sweeter style and easy drinking experience.’’ Echo Falls White Wine and Coconut Rum Fusion follows the release of Echo Falls Rosé Wine and Gin Fusion in March this year. The new launch is priced at £6 (US$7.60) for a 750ml bottle, with listings in Morrisons, B&M and Bestway from June. In addition to the wine and spirits Fusions range, Echo Falls has launched a berry-flavoured vodka and pink gin.