Yellow Tail Australian wine brand announces vision for 2025

Yellow Tail has shared its plans for continued growth in the UK market.

With the revitalisation of its iconic packaging and a dynamic marketing communications campaign launch, [yellow tail] is embarking on a fresh chapter that honours its legacy while engaging a new generation of wine enthusiasts.

“We’re thrilled to see Yellow Tail grow to become the UK’s number-one wine brand in value, and 2025 is shaping up to be another exciting year,” said Simon Lawson, Managing Director at Casella Family Brands Europe Ltd. “Our goal is to continue connecting with consumers, ensuring that Yellow Tail remains a trusted and easy choice for wine lovers everywhere.”

When [yellow tail] wine burst onto the scene in 2001, its revolutionary packaging broke away from the traditional, often serious wine branding of the time, making wine more fun, accessible, and inclusive. Its vibrant label and iconic ‘Roo’ logo instantly stood out, symbolising a relaxed, enjoyable wine culture. The refreshed packaging highlights the brand’s playful and optimistic personality, better reflects the wine’s quality, and makes it even easier to find, enjoy, and love.

Key features of the new packaging

• Modern and Consumer-Focused: A sleek, contemporary design that appeals to all demographics.
• Easier to Shop: Bold packaging stands out on shelves, simplifying choice when navigating the complex wine category.
• Clear & Informative: Enhanced graphics and labelling help consumers quickly identify varietals and flavours.
• Refined Quality Cues: Premium details elevate the brand, making it a perfect choice for any occasion.
• Revitalised Roo: A dynamic new Roo design embodies [yellow tail]’s lively, energetic, and positive brand personality.

During the transition period, a combination of old and new packaging may be available. The full [yellow tail] range will transition in all global markets by the end of 2025. Customers and consumers can rest assured that the wine inside is consistent and of the same quality regardless of whether it is bottled in the current or new packaging.

New 360̊ marketing campaign coming soon

As part of this strategic investment, [yellow tail] will unveil an engaging 360 marketing campaign launching nationwide in May 2025. The campaign will celebrate the simple moments in life that bring joy and happiness and the role [yellow tail] plays in facilitating them. With relatable storytelling, and a fresh take on the brand’s message, to make the most of the every day, the campaign seeks to deepen the emotional connection with its audience. It will feature a suite of creative executions and roll out across TV, digital, and social channels, along with impactful in-store activations.

“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,” added Lawson