yellow tail white wine

Casella Family Brands has mounted a £2m push for its flagship wine brand, Yellow Tail.

The push, called ‘Cut to the taste’, will run across TV, print and social during the summer and in the lead-up to Christmas in three six-week bursts, which Casella claimed would reach 85% of its 25 to 55-year-old target demographic in the UK.

“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,” said Casella marketing director Kevin Chinn.

It comes as sales of Yellow Tail are on the up - the brand added a cool £20m to its value this year, growing 22.6% to £108m, selling an extra 1.8 million litres [IRI 52 w/e 3 February 2018].

“Whilst we have the wind in our sails, now is the perfect time to increase our investment,” said Chinn. “We are confident the campaign will further drive brand awareness, and therefore increase in-store sales for both Yellow Tail and the wider wine category.”

Yellow Tail was among numerous premium-tier brands to win space in Tesco’s latest range review this month, alongside the likes of 19 Crimes, Wolf Blass, McGuigan Reserve and Most Wanted.