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Exclusive: Yellow Tail Sees Solid Momentum Following Super Bowl Ad Effort

February 27, 2017

Deutsch Family Wine & Spirits’ Yellow Tail brand is seeing a surge in sales following the launch of its recent Super Bowl ad campaign. Deutsch ran a promotional initiative for the Australian wine brand from December through mid-February, centered around the 30-second spot that aired during Super Bowl LI’s first half. That ad made Yellow Tail the first wine brand in almost 40 years to advertise during the big game.

The Super Bowl ad introduced the brand’s new spokesperson, Yellow Tail Guy, and his kangaroo sidekick. It marks the first in a series of ads the brand plans to run over the next three years. While the Super Bowl spot was shut out of national ad meters because it was arranged via a series of regional buys, Deutsch estimates that about 75 million people saw the ad during the game. It also garnered 8.2 million views as part of the top-viewed Super Bowl ad roundup on Youtube, and was rated 2nd best overall in that group.

The investment—which saw Deutsch boost Yellow Tail’s 12-month media spend by 30% from the previous year—appears to be paying off, with the brand’s sales jumping 26% for the month of January. Sales were 10% higher in January than in the average month, despite the fact that January is typically a slower period. Meanwhile, in the week following the Super Bowl ad on February 6, Yellow Tail grew 19% by volume and 13% by value in Nielsen data covering large national grocery chains.

“The promotional period numbers leading up to the game were fantastic, as were the weeks immediately following the game,” says Peter Deutsch, CEO of Deutsch Family Wine & Spirits. “But what we really want to see is the brand return to growth in the long term.”

A collaboration between Deutsch Family Wine & Spirits and the Casella family, Yellow Tail ($6.99 a 750-ml.) is the fifth-largest wine brand in the U.S. market and the leading import. The brand’s sales have declined in recent years, falling 3.6% by volume in 2015, and slipping another 2% to 7.8 million cases last year, according to Impact Databank. But given Deutsch’s ambitious investment and the impressive initial returns from the Super Bowl spot, Yellow Tail is well-positioned to reverse that trend in the coming year. —Christina Jelski

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