Yellow Tail's blueprint for growth
The new UK agents for Yellow Tail believe they can turn the Australian wine into a 1 million case brand within five years.
Off-Piste Wines, jointly owned by former Western Wines marketing directors Ant Fairbank and Paul Letheren, acquired the Yellow Tail agency earlier this year. They believe the brand – number one in Australia and number five in the world – can fight its way into the UK top 10. Their primary focus will be multiple grocers.
But the scale of the challenge is revealed in this year's OLN Wine Report, published on July 13. Yellow Tail, previously handled in the UK by Stratford's, has slipped out of the top 50 league table in the off-trade.
The chart, based on Nielsen data for the year to May 19 2007, shows tough trading conditions for a number of Australian brands – though Australia remains the dominant force in the off-trade.