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South Sydney Rabbitohs grow a [yellow tail]

The South Sydney Rabbitohs and world renowned Australian wine producer, Casella Wines, have announced a three-year corporate partnership agreement.

Casella Wines will be promoting their flagship product, [yellow tail], for the next three years with the Rabbitohs through a range of promotions across game days, events and publications.

[yellow tail] will be SSFC’s exclusive wine partner until the end of the 2010 season, and will receive signage at Rabbitohs home games at ANZ and Blue Tongue Stadium, corporate hospitality at Rabbitohs home games and events, advertising in Rabbitohs publications and broadcasts, plus special events developed by the club.

In addition, [yellow tail] wines will be served in all Rabbitohs controlled corporate hospitality rooms at home games and at SSFC events.

According to Casella Wines, Senior Brand Manager, Keith Fisken, “From cheerleaders to poker machines the Rabbitohs are not a club to play by other people’s rules. Which is why we are delighted to be teaming up with them as a new sponsor for the next three seasons.

“Like the Rabbitohs we are constantly looking for innovative ways to reach our fans, stand out from the crowd and do things a little differently. We look forward to working with the clubs ever increasing member base to achieve this and turn fans into passionate [yellow tail] advocates. Here’s to a hugely successful year for all of us.”

Rabbitohs Director of Sales Christopher Green says, “The South Sydney Football Club is very proud to be partnered with such a great Australian success story and we are extremely grateful for their support in our 100th year.

“Alongside our recent 10-year stadium renewal, our return to Redfern later this year and our considerable gains in membership, having Casella Wines come on board as exclusive wine partner is another piece in the puzzle in what promises to be another year of growth for our Football Club.”

The announcement comes as the brand this week hit another milestone; shipping its millionth case of [yellow tail] wine in Australia, since its launch in Australia in August 2004.

This recent sales achievement is testament to the brands unpretentious appeal, consistently high quality, value for money and unique personality — all factors that have helped make [yellow tail] the success story that it is today.

"We are absolutely delighted to have just despatched our millionth case of [yellow tail]. It is exciting to see the label continue to be so well received in its own backyard”, said John Casella, Managing Director, Casella Wines.

Established in 1969 by Italian migrants Filippo and Maria Casella, the family-owned winery has created one of the most successful wine brands in Australia's history. Now run by three generations of the Casella family, the winery continues to rapidly expand, and is the fastest growing imported wine in US market history.

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