Brand Tone

friendly, approachable, fun, unpretentious, and inclusive

Brand Values

• •Accessibility: Making wine easy to choose, understand, and enjoy for everyone, not just connoisseurs.
• •Fun & Enjoyment: Positioning wine as a social drink for everyday occasions and celebrations, bringing joy and happiness.
• •Simplicity: Removing complexity and technical jargon from wine selection and consumption.
• •Quality & Value: Offering a good quality, flavorful wine at an affordable price point.
• •Family & Heritage: Drawing on the Casella family's winemaking tradition and spirit of bringing people together.
• •Inclusivity: Welcoming beer drinkers, cocktail drinkers, and new wine drinkers into the category.
• •Bold & Laid-back Australian Spirit: Embodying characteristics of Australian culture – fun, adventurous, and approachable.

Best Practices

• •Speak Your Customer's Language: Avoid wine snobbery and technical jargon. Use simple, everyday words that resonate with a broad audience looking for an enjoyable, uncomplicated experience.
• •Focus on the Feeling, Not Just the Flavor: Highlight the joy, fun, relaxation, and social connection that [Yellow Tail] brings to everyday moments, rather than just tasting notes.
• •Keep it Light and Playful: Inject humor and a sense of fun where appropriate. The brand doesn’t take itself too seriously, and the copy should reflect that lighthearted, optimistic personality.
• •Be Visually Consistent: Ensure that the vibrant, colorful, and bold visual identity of the brand is complemented by equally energetic and approachable language.
• •Emphasize Ease and Accessibility: Consistently remind consumers how easy [Yellow Tail] is to choose, open (twist caps are common), and enjoy, reinforcing its role as the unpretentious, go-to wine.

Social Perception

Yellow Tail is widely perceived as a go-to brand for casual, everyday wine drinkers who value affordability and approachability over complexity. It's recognized for its distinctive, colorful branding with the kangaroo logo, which makes it easy to spot. Consumers appreciate its fruit-forward, easy-drinking style, making it popular among those new to wine or who prefer a less intimidating wine experience. While some traditional wine enthusiasts might view it as less sophisticated, its target audience values it for exactly what it is: a fun, reliable, and unpretentious wine. The brand is seen as innovative for having successfully broadened the wine market.

Copy Examples

• •Headline: Kick Off Your Shoes, Pop Open Some Fun. That's [Yellow Tail]. Body: No complicated rules, just great-tasting Australian wine ready for your everyday moments. Find your favorite flavor and let the good times pour. #YellowTail #SimplePleasures
• •Headline: Tuesday Night Deserves a Little Sparkle. Body: Why wait for the weekend? Our [Yellow Tail] Bubbles make any night feel like a celebration. Light, refreshing, and oh-so-easy to love. #YellowTailBubbles #EverydayCelebration
• •Headline: Wine Without the What-Am-I-Supposed-To-Taste. Body: Just delicious, vibrant flavors that make you go "Ahh." That's the [Yellow Tail] promise. Easy to choose, easy to drink, easy to enjoy. #YellowTailWine #SimplyGood
• •Headline: Your Go-To for Good Times and Great Wine. Body: From backyard BBQs to cozy nights in, [Yellow Tail] is the perfect guest. Approachable, flavorful, and always ready to share. What are you pairing it with tonight? #YellowTail #MadeForSharing
• •Headline: Life’s Complicated. Your Wine Shouldn’t Be. Body: [Yellow Tail] makes it simple to find a wine you’ll love. Just look for the ‘Roo and get ready to enjoy. Cheers to easy! #HelloYellowTail #EasyEnjoyment