Yellow Tail joins Percy Fox portfolio

19 February, 2010

The Yellow Tail Australian wine brand has switched its UK agency from independent distributor Off?-Piste Wines to Diageo-owned Percy Fox.

The brand will join a portfolio that includes Blossom Hill, Arniston Bay, Santa Carolina and Piat.

Yellow Tail was launched in 2001 by the Casella family and ha?s seen global sales reach more than 12 million cases.

Managing director John Casella described Percy Fox as a “like-minded partner with significant reach and influence in the UK market”.

Yellow Tail was introduced to the UK through Off?-Piste three years ago.

Off?-Piste joint managing director Paul Letheren said Yellow Tail accounted for “a huge chunk of our volume but not a huge chunk of our profits”.

He added: “It’s probably around 50% of volume but we’ve been making sure we weren’t over-?reliant on one brand.

“We’d certainly have liked to ke?ep the relationship but it’s not the end of the world.

“We spent a lot of time building the brand but we can now do what we enjoy best, which is coming up with new wines that meet the needs of retailers.”?Off?-Piste brands include Hope’s Garden from South Africa, Santa Helena of Chile and New Zealand’s Belmont.

Bookmark this

Site Search


Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know