Off-Piste Wines, jointly owned by former Western Wines marketing directors Ant Fairbank and Paul Letheren, acquired the Yellow Tail agency in 2007. They believe the brand -
the fifth highest-selling wine in the world - can fight its way into the UK top 10.
UK sales are set to reach half a million cases by the end of 2008,
said Fairbank. He added that the 1 million case target is "a challenge but it's achievable".
The duo hope to boost sales through below-the-line marketing activity, according to Letheren. "In the States where Yellow Tail sells 10 million cases a year, experiential marketing works very effectively by getting a small number of people really engaged, which in turn creates word of mouth advertising ."
The primary focus will continue to be multiple grocers, where the price of Yellow Tail has recently risen from £5.49 to £5.99 due to tough trading conditions for Australian brands, Fairbank added.
Off-Piste is also rolling out a sweet version of its South African rosé wine Frozé,
designed to be drunk over ice.