Iconic Global Wine Brand Announces First Brand Refresh in Over 20 Years
Monday 3 March 2025, Sydney, Australia – [yellow tail], the World’s #1 Australian Wine Brand¹,
is making a significant global investment to refresh its image, enhance its market relevance,
and drive long-term growth with an exciting new packaging update. This marks the most
significant packaging revitalisation since the brand’s launch in 2001, ensuring [yellow tail]
remains an easy choice for consumers worldwide.
When [yellow tail] wine burst onto the scene in 2001, its revolutionary packaging broke away
from the traditional, often serious wine branding of the time, making wine more fun, accessible,
and inclusive. Its vibrant label and iconic ‘Roo’ logo instantly stood out, symbolising a relaxed,
enjoyable wine culture.
The refreshed packaging continues this legacy while embracing a modern feel. It highlights the
brand’s playful and optimistic personality, better reflects the wine’s quality, and makes it even
easier to find, enjoy, and love.
“Our updated packaging is more than just a fresh look; it reflects our evolution while reaffirming
our commitment to quality and approachability,” said Arina Serra, Global Senior Brand
Manager [yellow tail]. “We’ve retained the elements that our consumers love while refining the
details to create an even stronger visual impact on the shelf.”
Key Features of the New Packaging
- Modern and Consumer-Focused: A sleek, contemporary design that appeals to all demographics.
- Easier to Shop: Bold packaging stands out on shelves, simplifying choice when navigating the complex wine category.
- Clear & Informative: Enhanced graphics and labelling help consumers quickly identify varietals and flavours.
- Refined Quality Cues: Premium details elevate the brand, making it a perfect choice for any occasion.
- Revitalised Roo: A dynamic new Roo design embodies [yellow tail]’s lively, energetic, and positive brand personality.
- Sparkling with Style: The Sparkling Cuvée range gets a premium touch with a gold Roo and new cork closure.
A Comprehensive Brand Refresh
In addition to the packaging update, a new global brand toolkit has been developed to refresh
and modernise [yellow tail]’s key distinctive assets and bring the brand’s unique personality and
purpose to life. This toolkit will guide agency partners worldwide in creating distinctive,
memorable, and consistent brand communication across all consumer touchpoints, from
above-the-line and digital to in-store.
New communications campaigns will launch in key markets, including the U.S., UK, and
Australia.
Serra explains, “2025 is shaping up to be an exciting year for the brand. With our refreshed
packaging and dynamic new marketing campaigns, we’re confident this evolution will
strengthen our connection with customers and consumers around the world.”
Rollout Timeline
The expected timeline for [yellow tail]’s new packaging rollout in key regions is as follows:
- UK & European markets: Q1 2025
- U.S.: Q3 2025
- Canada: Q3 2025
- Australia: Q3 2025
- Asia: Q3 2025
The existing and new packaging may be available during the transition, with the full [yellow tail]
range expected to shift globally by late 2025. Customers, importers, distributors, and
consumers can rest assured that the wine inside remains consistent and of the same high
quality, regardless of packaging.
ENDS
Notes to Editor
¹ IWSR
Media contacts
Frankie Harding | Head of Communications
M +61 455 492 260 | E frankie.harding@casellafamilybrands.com
Justine Harvey | Communications Manager
M +61 468 674 750 | E Justine.harvey@casellafamilybrands.com
Boilerplate
About [yellow tail]
From humble beginnings in 2001, [yellow tail] has grown to be one of the world’s leading
and most recognisable wines. Today, [yellow tail] is made by the sixth generation of the
Casella family at the family-owned winery in Yenda, Australia. [yellow tail] is a wine that is
easy to drink, share and most importantly, enjoy. www.yellowtailwine.com/au.