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Yellow Tail Unveils New National Ad Plans

May 12, 2011

Yellow Tail, the U.S. market’s top-selling imported wine brand, is ramping up its media spend with a new ad campaign in the coming weeks. A spokesperson for Yellow Tail importer WJ Deutsch & Sons said that the brand, in conjunction with Havas Media-owned MPG, will launch a national broadcast buy “to gain the broadest reach in the brand’s history.” Precise media expenditures weren’t disclosed.

A Deutsch spokesperson said the media value would be in the $10-$15 million range through the end of the company’s fiscal year (ending March 31, 2012).Yellow Tail has been one of the U.S. wine market’s biggest ad spenders, with an average annual spend of approximately $4 million, according to Impact Databank and Kantar Media.

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