Casella Family Brands injects £2m into Yellow Tail in the UK

Casella Family Brands has announced the launch of a £2 million campaign for its Yellow Tail brand in the UK.

As the name suggests, the ‘Cut to the taste’ campaign focuses on taste, and it also aims to raise a smile among the UK’s wine drinking audience, according to the producer.

Kevin Chinn, marketing director, Casella Family Brands (Europe), said: “At Yellow Tail we are proud to produce a range of high quality and great tasting wines since its launch in 2001. In the UK, Yellow Tail is a brand that is in great shape, with more than five million customers enjoying our wide range of wines. We are currently enjoying the fastest growth rate of any branded top 10 wine, with value up by 33% year-on-year, and volume up by 28%.”

Chinn also stated that a bottle of Yellow Tail sells for 73p above the wine category average. He added: “We are also fortunate to have the number one selling Shiraz outright in the UK and the number one selling Australian Merlot, Malbec and Pinot Grigio wines. We also have one of the strongest selling blended wines in the UK with Jammy Red Roo.

“Our team believes continued brand investment in the wine category is critical – not just for the long-term success of Yellow Tail but also for the long-term health of the wine category. Healthy wine brands in the category benefit everyone; driving value over volume and decreasing reliance on price trading to grow the category.

“While we have wind in our sails, now is the perfect time to increase our investment in Yellow Tail.

“We are confident the campaign will further drive brand awareness, and therefore increase in-store sales.”

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