Yellow Tail adds lighter-style wine to its collection
Yellow Tail, by Casella Family Brands, is the latest brand to tap into the demand for lower alcohol options by bringing out a lighter-style wine.
The 8.5% abv Yellow Tail Pure Bright is being introduced to the UK, which will be the first market globally to launch this wine, with initial listings in Tesco stores.
The first in the range is Pure Bright Pinot Grigio (rsp: £7), which boasts 79 calories per 12.5cl serve.
Michael Sergeant, head of strategy and innovation for Casella Family Brands, said: “The moderation trend, underpinned by health and social drivers is impacting the wine category in many ways. People are drinking less frequently, abstaining or just drinking less volume when they do drink. However, these wine drinkers are still looking for quality, flavour and varietal character in lower alcohol wine.
“Through our global consumer research, we found that in most developed wine markets including the UK, US and Australia, taste concerns were the key barrier for trial and consumer acceptance of lighter style wines, hence our focus on this space with Yellow Tail Pure Bright. We believe it has real potential to add tremendous value to the wine category by offering a light style of wine within the range of the UK’s third largest wine brand.”
Others in the range may join the Pinot Grigio in the UK at a later stage. The full portfolio also includes a Sauvignon Blanc, Chardonnay and Rose.