[yellow tail] reveals new look with modernised branding

In 2024, for the seventh year running, [yellow tail] was named the Most Powerful Brand by the International Wine and Spirits Record – an achievement determined from data representative of more than 378 million wine drinkers across 18 countries.

When [yellow tail] wine first burst onto the scene in 2001, it quickly rose to prominence thanks to its fresh take on branding, which has continued to differentiate the brand in a market as traditional as wine. At the time, the iconic Roo logo and vibrant label symbolised a more relaxed wine culture and made wine more accessible to a broader demographic.

More than 20 years later, [yellow tail] has announced its biggest brand refresh since its launch – a new look designed to refresh its image, enhance its market relevance and drive long-term growth. With significant global investment, the major packaging revitalisation will ensure that [yellow tail] remains the first choice for consumers worldwide.

The refreshed [yellow tail] packaging continues the brand’s legacy, while embracing a modern feel and showcasing the quality and personality of the wine. The new look also reflects [yellow tail]’s continued commitment to innovation, with releases like its Sparkling Cocktails Mediterranean Lemon Spritz.

Arina Serra, Global Senior Brand Manager for [yellow tail], said: “Our updated packaging is more than just a fresh look; it reflects our evolution while reaffirming our commitment to quality and approachability. We’ve retained the elements that our consumers love while refining the details to create an even stronger visual impact on the shelf.”

Big on taste, light on everything else

From May 2025, [yellow tail] Pure Bright will transition to Light & Bright. This new branding clearly communicates the range’s benefits, focusing on lower alcohol and calorie content. The fresh, contemporary packaging stands out from the [yellow tail] core range while maintaining a family resemblance.

The transition will be supported by an ATL campaign featuring Australian brand ambassador, Sophie Monk. In the campaign, Monk embodies the essence of Light & Bright with her signature down-to-earth humour.

Chris Blockley, GM of Sales, said: “2025 is shaping up to be an exciting year for the brand. With our refreshed packaging, ongoing collaboration with Sophie Monk, and dedication to innovation, we’re confident our investment in the brand will strengthen our connection with customers and consumers in a competitive price category. Our commitment is further demonstrated through an upcoming ATL campaign in October, along with various customer and consumer-focused activations and support.”

The new [yellow tail] packaging will launch across the core range in Australia from July 2025. For more information on the [yellow tail] range, contact your Casella representative.

This article originally appeared in the June/July issue of National Liquor News.