Yellow Tail Launches Pink Moscato, New Red And White BlendsFebruary 7, 2013
Deutsch Family Wine & Spirits is launching three new wines under the Yellow Tail brand this month, tapping into positive trends for red and white blends and Moscato. The new entries include Sweet White Roo, Big Bold Red and Pink Moscato, all priced at $7.99 a 750-ml. and $12.99 a 1.5-liter. Pink Moscato will be only in limited release this month, with a nationwide launch scheduled for August.
Sweet White Roo, a blend of Pinot Grigio, Sauvignon Blanc and Semillon, follows last spring’s launch of Sweet Red Roo, which quickly gained traction in the fast-growing “sweet red” segment. Big Bold Red is positioned to offer a lower-priced option in the red blend category, which mainly has thrived above the $10 mark. Pink Moscato, meanwhile, joins Yellow Tail’s existing Moscato variant, which rolled out in 2011. Deutsch president Tom Steffanci believes the new brands can further leverage trends that allowed Yellow Tail’s Sweet Red Roo and Moscato to become two of the company’s most successful launches in memory.
According to Impact Databank, Yellow Tail’s U.S. depletions—excluding the Reserve and Bubbles extensions—rose 1.5% to 8.5 million cases in 2012. The Reserve wines slipped 30% to 67,000 cases, while Bubbles increased 6% to reach 100,000 cases. Yellow Tail producer Casella Wines is prepping the launch of a higher-priced wine, around $10 a 750-ml., for later this year in an effort to combat the effects of the strong Australian dollar, which has cramped margins for Aussie producers in recent years.
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