Yellow Tail Gets A New Look

Deutsch Family Wine & Spirits-imported Australian wine brand Yellow Tail has received its first significant packaging changes in more than two decades. Updates include a more modern feel intended to appeal across all consumer groups, a new kangaroo design, enhanced graphics and labeling, and more refined quality cues, according to the company. Yellow Tail is the largest imported wine brand in the U.S. by volume at more than 5 million cases, according to Impact Databank.

“Consumer research and retailer feedback about Yellow Tail’s new brand look has been overwhelmingly positive,” said Dan Kleinman, chief brand officer at Deutsch Family Wine & Spirits. “We believe these changes strengthen our presence on the shelf, while maintaining the approachability and recognizability that Yellow Tail is known for.”—Daniel Marsteller

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