Yellow Tail receives first makeover in 15 years
The updated bottles, rolling out from this week, feature labels designed to highlight the wine's family ownership and "authentic" credentials, including the addition of John Casella's signature alongside a stronger emphasis on the brand's iconic kangaroo, 'Roo'.
Casella Family Brands has unveiled a new look for Yellow Tail - the portfolio's first makeover in its 15-year history.
The updated bottles, rolling out from this week, feature labels designed to highlight the wine's family ownership and "authentic" credentials, including the addition of John Casella's signature alongside a stronger emphasis on the brand's iconic 'Roo' kangaroo.
In a bid to create stronger shelf standout, a brighter colour scheme has been introduced.
The revamp had been created in response to an "increasingly cluttered wine market", said European marketing director Kevin Chinn, adding it formed part of the brand's ambition to drive value ahead of the category.
"We wanted to implement a subtle evolution of the packaging to keep it fresh and relevant among a plethora of label designs," said Chinn.
Yellow Tail is currently offering an average per 75cl sold of £5.94, which is 80p higher than the Australian category (IRI 52 w/e 28 January 2017). In the same period, value sales were up 12% in an overall declining Australian wine market.
Casella Family Brands established Casella Family Brands Europe (CFBE) in May last year with the initial aim to focus on the management and sales of Yellow Tail in the UK in a bid to better its presence here. Its portfolio includes a selection of fine wine offerings such as the Casella premium range of wines, Peter Lehmann Wines from the Barossa, Brand's Laira from Coonawarra and Morris Wines of Rutherglen.
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56-58 Church Walk, Burgess Hill, West Sussex, RH15 9AN
Registered in England No. 6646125. VAT No. 938 4452 95
