The old and the new: [yellow tail] tweaks after 20 years

The Casella family - the people behind best-selling Australian wine brand [yellow tail] - are not keen on rapid change.

Alterations to [yellow tail] branding and labelling have been minimal since the range was launched back in 2001.

But [yellow tail] has unveiled global plans to refresh its image. 

It marks "the most significant packaging revitalisation since the brand’s launch in 2001, ensuring [yellow tail] remains an easy and relevant choice for consumers worldwide".

When [yellow tail] landed its packaging broke away from the traditional, often serious wine branding of the time, making wine more fun. The ‘Roo’ logo stood out and identified the brand as proudly Australian. 

“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 for [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.”

New communications campaigns will launch in key markets, including the UK, US and Australia.

The rollout for the new packaging, as shown in the old/new image (top) will start in UK and European markets right away, the US and Canada from June, Australia from July and Asia in the final quarter of the year.