Top 10 global wine brands 2017

5: YELLOW TAIL


Brand owner: Casella Wines

Head office: 1471 Wakley Road, Yenda, NSW 2681 Australia

Tel: +61 2 6961 3000

Website: yellowtailwine.com

Global marketing and export sales manager: Libby Nutt

Tel: +61 2 9330 4700

Product range: Varietal collection, Reserve range, Big Bold Red, Sweet White Roo, Sweet Red Roo, Bubbles range, Sangria, Bondi RD (Australia only)

Volume 2015: 11.5m 9l cases
 Volume 2017: 11.5m 9l cases 
Change: 0%

Sales remained steady for Australian wine brand Yellow Tail last year on 11.5 million cases, with the USA, UK and Australia accounting for the lion’s share. “2016 was a good year for Yellow Tail. With the development of new marketing opportunities such as Super Bowl Sunday, the packaging refresh and key trading initiatives with retailers, the brand was well placed to grow share in our priority markets,” said global marketing and export sales manager, Libby Nutt.

“The brand is known for consistent quality and value. This along with investment in consumer marketing activity, strong customer partnerships and a focused innovation pipeline means Yellow Tail continues to build on its success around the world,” she added.

New initiatives include a global social media strategy for the brand and a pack evolution to refresh the look of the brand, increase shelf stand out and improve on quality cues. No other Australian brand comes close
to challenging Yellow Tail’s power base in the US, where 100 million cases of the wine have been shipped. To capitalise on this thirst, Yellow Tail invested a healthy sum into an advert that appeared during this year’s Super Bowl, which led to a direct increase of volume and value sales.

Yellow Tail has made the UK a priority market. Among its most successful recent UK marketing initiatives was the ‘Grab Life by the Tail’ campaign, which included sampling activity and a social media drive, along with the launch of the Shriaz dominant Jammy Red Roo expression. Brand owner Casella Family Wines has been moving to bolster its premium offer, snapping up prestigious Australian wine brand Peter Lehmann in 2014.

7 Responses to “Top 10 global wine brands 2017”

  1. My wife and I discovered the Barefoot brand a few years ago and it remains our entertainment beverage.

  2. KRYSTAL says:

    I just wished they stocked more products, especially the 187ml bottles, in the UK. I prefer the white Moscato and always have a nightmare trying to find it in the UK.

  3. suman says:

    Nice information i like your article. hope it will be help me

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  4. Todd says:

    Why isn’t Franzia #1 at 23.7 million 9 liter equivalents? Source: Impact Databank and Wine Handbook 2017

  5. Emma Brown says:

    I love wines. Thanks for letting us know one more good wine brand. I liked the Golden Icewine Valley. Do you know any wine brands specializing in Napa Valley wines.? I have one here https://www.precisionwineco.com/. Would love to know some more Unique Napa Brands.
    Thanks.

  6. M Hartmann says:

    Top ten is a useful list for wines to avoid. The huge factory approach turns me off. I want to drink wines made by farmers and winemakers not chemists and MBAs. 🙂

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