Yellow Tail joins Percy Fox portfolio

19 February, 2010

The Yellow Tail Australian wine brand has switched its UK agency from independent distributor Off?-Piste Wines to Diageo-owned Percy Fox.

The brand will join a portfolio that includes Blossom Hill, Arniston Bay, Santa Carolina and Piat.

Yellow Tail was launched in 2001 by the Casella family and ha?s seen global sales reach more than 12 million cases.

Managing director John Casella described Percy Fox as a “like-minded partner with significant reach and influence in the UK market”.

Yellow Tail was introduced to the UK through Off?-Piste three years ago.

Off?-Piste joint managing director Paul Letheren said Yellow Tail accounted for “a huge chunk of our volume but not a huge chunk of our profits”.

He added: “It’s probably around 50% of volume but we’ve been making sure we weren’t over-?reliant on one brand.

“We’d certainly have liked to ke?ep the relationship but it’s not the end of the world.

“We spent a lot of time building the brand but we can now do what we enjoy best, which is coming up with new wines that meet the needs of retailers.”?Off?-Piste brands include Hope’s Garden from South Africa, Santa Helena of Chile and New Zealand’s Belmont.

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