I’m pleased to share some exciting news, our world-famous [yellow tail] wine has a fresh new look. For the first time since [yellow tail] launched, we’re giving our packaging a refresh, one that celebrates how far we’ve come while staying true to everything that makes the brand unique.
When [yellow tail] hopped onto the scene in 2001, it changed the wine industry forever. With its vibrant label and iconic ‘Roo logo, it broke away from tradition, making wine more fun, accessible, and inclusive. It stood out from the crowd, inviting wine lovers and newcomers alike to enjoy great wine without the fuss.
The refreshed packaging is modern,eye-catching, and unmistakably [yellow tail]. While the look may be new, one thing remains the same: our commitment to quality, great taste and making wine an enjoyable experience for everyone.
I’m confident this update will strengthen our global presence and deepen our connection with wine lovers around the world. The response from customers in key markets has been overwhelmingly positive.
As this is a global refresh for the brand, it will take time to for the new packaging to transition into all 70 markets throughout the year. You can expect to see it on shelf in the UK and Europe this month and in Australia from July 2025.
In addition to the packaging update, we have refreshed and modernised [yellow tail]’s key assets to bring to life the brand’s unique personality. You may notice some subtlechanges to our ‘Roo!
Thank you to everyone involved in bringing this project to life. Cheers to an exciting new chapter for [yellow tail].
Warm regards,
John Casella
