[yellow tail]

How to keep winning when everything is changing

A Battle Royale on the Shelf

The wine aisle is a Battle Royale, with over forty brands fighting for attention. Among the top sellers sits [yellow tail] wine, which for over two decades, with it’s simple approach to making wines accessible for all, has helped to a make a pretty confusing category for shoppers and consumers to find, buy, and enjoy.

But long-term, there are very real challenges in wine, with increasing competition in a category chasing an ever-declining pool of consumers, as fewer people drink alcohol, less frequently. To keep winning, [yellow tail] needed to revisit their brand, strategy, and execution, and crucially, find a new way to connect with consumers on a deeper level.

It’s All About Attitude

We started at the heart of the business, bringing together everyone from their Master of Wine to sales and finance, right through to key stakeholders in Australia. Our Collisions™ workshop was the epicentre of this activity, creating clarity, alignment, and ownership of a new direction across the business.

Digging into data, culture, and brand history, we found a common belief and attitude within our target audience, which became our spark: in a country clouded by cynicism, many people still crave life’s simple joys. This attitude mirrored the easy-going Aussie spirit at the heart of [yellow tail].

From this came a new brand idea: For those who really know what matters most in life.

Not status. Not snobbery. Not a concern about what others think of you, or what you think of them. Just relaxed confidence and simple pleasures. The same values that had drawn people to [yellow tail] from day one.

It’s the way you say it

From this strategic clarity came an expression of this attitude, a big creative idea and 360 campaign: Good on ya!

We launched the new direction internally first, creating a groundswell of excitement and belief across the business, helping create a new narrative for the brand that has informed everything from package design to NPD.

From this internal foundation, we joined the commercial team in presenting a compelling trade narrative to the 'Big 4' supermarkets, engaging the UK's biggest retailers with the new brand vision.

Next came the consumer launch, led by a national TV campaign, with three ads across linear, BVOD, and YouTube. This supported a comprehensive and always-on social campaign which we planned and executed. It included regularly produced film content, influencer partnerships, and UGC, all deploying a new look and feel, and designed to get ‘Good on ya!’ into the national conversation.

A recipe for growth

The new platform has energised [yellow tail], aligning teams and trade partners behind a clear North Star.

It’s also deepened the brand’s emotional connection, as it seeks to become one of the nation’s best-loved.

Since launch, [yellow tail] has been named as the 6th biggest alcohol brand in UK Grocery, bigger than Jack Daniels, Fosters or Guinness. In fact, it is one of only three brands in the top 10 to grow in the last year, with the brand’s £21.8m gain - driven by a 5.1% rise in volume - meaning it’s now worth £22.3m more than its closest rival Hardys.