CHENGDU, China, March 24, 2017 /PRNewswire/ -- When [yellow tail] wine first hopped onto the scene, it was instantly recognisable against a sea of traditional wine labels thanks to its now iconic label. With its unusual typography, bright coloured banners and the legendary 'Roo', it introduced consumers to a different attitude towards wine; one that stripped away the complexity and made it accessible to everyone.
Casella Family Brands has today announced the packaging for [yellow tail] and [yellow tail] Reserve has been refreshed for the first time in over 6 years. As the wine category becomes increasingly cluttered due to a plethora of label designs, a subtle evolution of the packaging has been implemented to keep the brand fresh and relevant amongst both trade and consumers, with the key objective being to increase shelf-presence.
Small Changes, Big Impact
As [yellow tail] is widely credited as having a very distinctive wine label, the strategy was to evolve the existing design.
Changes include:
Reserved for something special
[yellow tail] Reserve is also being re-launched in China. Three key varietals - Cabernet Sauvignon, Shiraz and Merlot have a fresh new look to communicate the premium quality of the wine, whilst still reflecting the fun and playful personality of the brand. The new pack communicates Casella family ownership providing a mark of authenticity and has been designed to bring a hint of something special to any occasion.
Commenting on the pack refresh, James Wilson, Regional Manager Asia Pacific, Casella Family Brands said; "We are excited to launch the new look [yellow tail] and [yellow tail] Reserve in China. Whilst the [yellow tail] brand continues to increase sales, research** tells us consumers upgrade their wine choice when the occasion warrants it. A premium offering like [yellow tail] Reserve is perfect for special occasions whilst still maintaining the sense of fun the brand is known and loved for. For quality and value, the [yellow tail] Reserve range provides the perfect solution without a high price tag."
[yellow tail] Reserve will be featured at the Chengdu Trade Fair at the end of March. The Trade Fair is one of the biggest wine fairs in the world and provides an opportunity for CFB to showcase the brand to key wholesalers.
The new packs will be available in market from March 2017 onwards.
| Source |
| * [yellow tail] has achieved more than 300% sales increase in last 4 years in China. Casella sales data |
| **Average price of $6.69/L for Australian wine into China is significantly higher than other larger markets such as UK ($4.25) and USA ($3.95) which demonstrates the ongoing premium wine opportunity. This highlights importance of [yellow tail] Reserve repack and giving consumers the option to trade s up within our brand. Wine Australia 2016 Export Market Report. |
About [yellow tail]
From small, humble beginnings, [yellow tail] has grown to become one of the world's leading and most recognisable wine brands. Despite its success, [yellow tail] remains 100% family-owned and estate-produced, based at a state-of-the-art winery in Yenda, just outside Griffith NSW. The brand has achieved remarkable success in the export market and is a key player in the US, Canada, Europe, Asia and the UK.
The brand holds the record for the most successful launch of any Australian wine brand in the history of the Australian wine industry and the fastest growing imported wine in US market history. Over two and a half million glasses of [yellow tail] enjoyed around the world each day.
About Casella Family Brands
Casella Family Brands (CFB) is a family owned company based in Yenda, NSW. Led by Managing Director John Casella, it was propelled to the forefront of the export arena in 2001 by its hugely successful [yellow tail] brand. Casella Family Brands is Australia's largest family wine company and continues to grow its portfolio showcasing Australian regional and winemaking excellence across the globe.
