Yellow Tail Wine

Yellow Tail Wine Go-To Brand

This commercial was release just a few months ago.  It’s a commercial for Yellow Tail wine.  As we’ve read in one of our in class cases on wine, we know that Yellow Tail has a reputation of being cheap and cheerful.  This commercial, though keeping with the cheerful aspect of their reputation, seems to me like an attempt to attract the more sophisticated wine drinkers in their late twenties to early thirties.  When I took a look at their recent selling prices, I noticed that their prices had gone up by one to two dollars.   They’re trying to set their brand up as the go-to brand of wine for more sophisticated gatherings and trying to get away from their reputation of being an inexpensive wine and in so doing charge more for their product.  The use of bright colors and upbeat instrumental music in the background was interesting and really grabbed my attention.  I believe this is a good start to an attempt to change their reputation.










2 thoughts on “Yellow Tail Wine”

  1. I’m not sure that I agree that they are going for the more sophisticated wine drinkers. This campaign seems to be embracing the “cheap and cheerful” image that we discussed in our case study a few weeks back. What I gather from the commercial is that Yellow Tail is a fun wine and while it is not the most refined or sophisticated, it is always a solid choice and a good “go to” wine–thus the name of the commercial. I like this strategy because it is appealing to the 20’s and 30’s market–as you mentioned–who seem less interested in the objective qualities of wine and more with the social aspect of it. These young consumers with high–and growing–purchasing power generally don’t buy wine that is $50 and up. I think this is a good campaign for Yellow Tail.

  2. Yellow Tail will need to do more than just raise the price of their wine to attract attention. The majority of people buy wine for taste, and adding bright colors and charging more for the same poor tasting wine is a temporary marketing strategy at best. The strategy may yield a few new initial purchases, but I highly doubt that this strategy will generate the repeat customers a wine company needs to stay profitable.

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