Yellow Tail repeats US success in UK

30 May, 2008

Yellow Tail, the Australian wine which took America by storm, is beginning to replicate some of that success in the UK

- which is now its number three export destination after the US

and Canada.

Owner John Casella, on his first visit to the London International Wine Fair, said he was delighted with the progress the brand had made in the UK under the stewardship of Off-Piste Wines.

Off-Piste reports selling 250,000 cases of Yellow Tail in the past three months, compared

with 80,000 last year. New listings have been secured with Tesco and Somerfield, while Sainsbury's and Asda have increased their orders.

Off-Piste is planning to introduce a sparkling rosé Yellow Tail later this year and is also ready to take the plunge with a lower-alcohol style at around 10% abv once Casella has finalised the wine.

Casella said: "We need to work out how we brand and market those , but I think the important thing for us is that the low alcohol really needs to be a bonus rather than the roots of the wine.

"We need to get the taste profile right, get it to a stage where people will drink it regardless of the alcohol."

Director Paul Letheren said: "It's gone beyond expectations, without a doubt. We'll be a top 20 brand this year. Casella has supported us, retailers have supported us and the rate of sale off- promotion is really impressive."

Casella now accounts for 10% of all grapes in the Australian vintage, according to company figures.




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