Yellow tail, America’s most imported wine, is relying on the holiday season in the US to promote itself and its prospects among customers in the country.
The Australia-based wine company said that it would start a national advertising campaign on late-night television, cable and the Internet from October 1 until January 1. Deutsch Family Wine & Spirits, the exclusive importer and marketer for yellow tail, is gambling that Americans will increase their wine intake during the holidays and is promoting products that it says have been developed specifically for the holidays.
The wine company is to promote itself through a ‘go to’ holiday campaign that will promote the brand as the ideal choice for the holidays.
Tom Steffanci, president of Deutsch Family Wine & Spirits, said, ‘Yellow tail is the most beloved wine brand in the U.S. with a dedicated consumer following that cuts across all age groups. The brand delivers what our consumer research has shown our customers want: reliability, consistency and great value. It is the wine you can count on for any occasion, and with pricing under eight dollars for a 750ml bottle it is the wine you can afford to stock up on for the holidays. Yellow tail has the country’s number one selling Merlot and Shiraz and the number three selling Cabernet Sauvignon. This year we’ve added two hot wines to the brand portfolio: Yellow tail Moscato, one of the most successful launches of the year, and Sweet Red Roo, a naturally sweet red blend of Shiraz, Cabernet Sauvignon and other red varieties. Both are perfect wines for casual parties and fun with family and friends.’
Figures show that the brand has grown 2.5 percent over the last 52 weeks, mostly helped by television and online campaigns.