With years of declining sales, Yellow Tail Wine was slated to be discontinued in the U.S. if a successful sales solution couldn't be achieved.

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With an integrated campaign that introduced a new offering, Yellow Tail Reserve, as the ideal wine for special occasions, we re-invented the brand to help discover new consumers, while still maintaining its approachability for its loyal customers. 

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Engaging consumers with a more premium option, Yellow Tail quickly emerged as one of the most popular and best-selling wine brands available.

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Verticals:

Digital

Social
Retail / Off-Premise

Out-Of-Home
Point-Of-Sale
Print