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21/05/2015

Yellow Tail reaches milestone in UK

Yellow Tail is the fastest growing wine in the UK, according to Casella Family Brands, after selling 12 million 750ml bottles during the past fiscal year.

John Casella, Casella Family Brands managing director, said the UK was the second largest market for Yellow Tail by volume.

“We are grateful to our distributor partner, Percy Fox & Co, and our customers, for all their effort and commitment in helping us reach this milestone and we are very excited about what the future holds for the brand,” Casella said.

Casella’s marketing team has worked closely with the Percy Fox & Co to build the brand during a tough economic environment, according to Casella, who said there was a focus on growing awareness and brand affinity for Yellow Tail] amongst consumers and retailers alike.

Caroline Stranders, Percy Fox & Co. senior brand manager, said the nature of the UK market was fierce with many other strongly performing brands from Chile, USA, Spain and New Zealand.

“We are extremely proud to have reached this goal,” Stranders said. “For Yellow Tail to outperform the Australian category in terms of year on year growth and achieve selling one million cases to our loyal customer base is a fantastic achievement.”

Casella when it came to Yellow Tail, the company aimed to provide consumers with a quality product at a low price point.

“We never compromise on the quality or style of the wine and I believe that’s why Yellow Tail remains so popular amongst consumers worldwide.”

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