Australia’s Casella Family Brands has updated the look of its Yellow Tail wine brand in an attempt to “appeal to all demographics”.
The family-owned wine company had confirmed this week that the “sleek, contemporary design” will apply across the full Yellow Tail range in all global markets by the end of this year. The brand will also be the subject of a marketing campaign that will start to roll out across TV, digital and social media channels in May.
Further details about the activation were not disclosed.
The new packaging will include an updated ‘Roo’ design, which “highlights the brand’s playful and optimistic personality,” Casella said. The sparkling cuvée range will also benefit from a fresh gold ‘Roo’ and new cork closure.
“As we continue to invest in growing the brand and maintaining its number one spot, our refreshed packaging and exciting new campaign will strengthen our connection with consumers, making the brand more vibrant, engaging, and accessible than ever,” said group MD MD Simon Lawson.
Last year, the Australian company partnered with Chinese solar energy provider Trinasolar to open a solar farm at its production site in Yenda, New South Wales.
