Wine market leader Yellow Tail rolls out ‘sleek, contemporary’ rebrand

Yellow Tail has unveiled a brand refresh as it looks to buck wider declines across the wine category.

The Australian label has overhauled its packaging and will launch a new 360 marketing campaign later this spring.

Updated packaging featured a “sleek, contemporary design” that was easier to shop and would “appeal to all demographics”, said Yellow Tail. Features included “enhanced graphics and labelling” and a “dynamic new Roo design”, it added.

Meanwhile, the forthcoming campaign will roll out across TV, digital, and social channels – alongside in-store activations – from May.

It would “celebrate the simple moments in life that bring joy and happiness and the role Yellow Tail plays in facilitating them”, the brand said.

First introduced to the UK in 2001, Yellow Tail was the second-largest wine brand in the off-trade by value last year, according to The Grocer’s annual Top Products Survey [NIQ 52 w/e 7 September 2024].

The brand saw volumes slide by 1.5%, set against a 2.7% decline recorded across the wider still wine category. Of Yellow Tail’s closest competitors – which include the Hardys, McGuigan and Barefoot labels – only Casillero del Diablo managed to grow volumes.

Since the turn of the year Yellow Tail had leapfrogged Hardys and become “the UK’s number one wine brand in value”, said Simon Lawson, managing director at Yellow Tail owner Casella Family Brands Europe [NIQ 52 w/e 25 January 2025].

“As we continue to invest in growing the brand and maintaining its number one spot, our refreshed packaging and exciting new campaign will strengthen our connection with consumers, making the brand more vibrant, engaging, and accessible than ever,” Lawson said.

“Our goal is to continue connecting with consumers, ensuring that Yellow Tail remains a trusted and easy choice for wine lovers everywhere,” he added.