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Yellow Tail Joins Sweet Red Phenomenon

January 24, 2012

W.J. Deutsch & Sons says it will launch a new extension to its Yellow Tail wine brand, Sweet Red Roo, this March. The new addition, the 15th wine in the Yellow Tail portfolio, is a blend of Shiraz, Cabernet Sauvignon and other red varietals. “Sweet Red Roo is the nexus of two categories on fire with consumers right now—sweet wine and red blends,” said Francois Magnant, Yellow Tail’s brand director, noting a 246% jump in sweet wines’ dollar value in 2011 according to Nielsen, and SymphonyIRI numbers showing sales of more than half a million cases of sweet reds across the U.S. market last year.

Yellow Tail has already had some success in the sweet wine segment—its Moscato, released in mid-2011, sold over 300,000 cases by year end. Sweet Red Roo will sell for $6.99 per 750-ml. and 11.99 per 1.5-liter bottle, and feature a bright red prismatic label.

While its former torrid growth slowed during the economic downturn, Yellow Tail remains the top-selling imported wine brand in the U.S. by a wide margin and in the top five wine brands overall at over 8.3 million cases. The Aussie label is currently being backed by a $9 million media campaign through March (the end of Deutsch’s fiscal year).


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