Yellow Tail remains at top of the world as Casella moves to change business model

May 12, 2022
By Ioni Doherty

Once again, Yellow Tail has been crowned the world’s Most Powerful Wine Brand by the 2022 Wine Intelligence Global Wine Brand Power Index.

The brand achieved a top ten ranking in 10 markets, and in particular, the brand’s strength in the US market is key to cementing its top global ranking. It has been ranked the world’s Most Powerful Wine Brand in The Wine Intelligence Global Brand Power Index for five consecutive years (2018, 2019, 2020, 2021, 2022).

Libby Nutt, GM Global Marketing and Export Sales at Casella Family Brands said, “There is no doubt that COVID-19 has caused huge disruption across the wine industry, but during this time, Yellow Tail benefited from a consumer shift towards tried and trusted brands. As the industry begins to stabilise, we’re proud the brand has maintained a positive connection with consumers.”

Casillero del Diablo came in second again with Jacob’s Creek at fifth and Lindeman’s at tenth.

The news comes in the same week that the Casella Family invited expressions of interest to purchase more than 7K hectares of vineyards across 35 properties in New South Wales and South Australia.

Under the sale proposal, the buyer would continue to own and operate Casella’s vineyard portfolio in South Australia and the Riverina region including a selection of landmark vineyards in the Barossa Valley, Clare Valley, Langhorne and Currency Creek, Limestone Coast, and the Riverina.

Casella is offering a long-term sale agreement so it keeps the wine grapes from these vineyards to ensure ongoing supply for its already established brands.

Proceeds from the sale are to be reinvested to support the growth of Casella’s wineries and wine brands, both in domestic and international markets, with Yellow Tail, made at Yenda, representing 17 per cent of exported Australian wine*.

Mr Casella said: “The company is in a sound financial position, having recently experienced global record sales for Yellow Tail during the COVID-19 pandemic. While demand has stabilised, we are forecasting future growth due to ongoing investment in our brands supported by a strategic innovation pipeline.

“The intended strategic partnership will allow us to focus on strengthening our brands globally, and therefore deliver positive outcomes for the Australian wine industry.”

Proceeds from the sale are to be reinvested to support the growth of Casella’s wineries and wine brands, both in domestic and international markets, 

The Wine Intelligence Global Wine Brand Power Index 2022 measured perceptions of over 25,000 wine consumers in 25 markets, representing over 400 million wine drinkers globally. The Wine Intelligence Global Wine Brand Power Index 2022 incorporates consumer feedback on key brand health measures. An index is calculated at a global level and at a country level across 25 key wine markets.

*The Australian and New Zealand Wine Industry Directory, Winetitles Media 2021.

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