Volume 2011: 12,900,000 9l cases
Volume 2012: 12,900,000 9l cases
Change 11-12: 0%
2011 ranking: 3
Created in 2001, Yellow Tail quickly became one of Australia’s greatest export success stories, accounting for one in five bottles sold by the country abroad and 40% of the Australian wine sold in the US. “When we created Yellow Tail, we wanted to keep wine fun and simple. We didn’t want to intimidate wine lovers, rather to embrace them and enhance their social lives,”said John Casella, managing director of Casella Wines.
In the face of profitability pressures created by the ongoing strength of the Australian dollar, the brand has kept volumes stable and stepped up its marketing activities. October last year saw Yellow Tail launch its biggest ever through-the-line campaign, “Colourful Thinkers Join Us”, to raise brand awareness in the UK. Activities included national press advertising, in-store activity and sampling.
The activity culminated with experiential sampling at the BBC Birmingham Good Food Show in December.
Brand owner: Casella Wines
Head office: Wakley Road, Yenda, nsw 2681 Australia
Tel: +61 2 6961 3000
Marketing manager: Libby Nutt
PR (UK): Clarion Communications
Tel: +44 (0)20 7479 0910
Product range: Yellow Tail Bubbles, Yellow Tail Reserve, Limited Release