Sharing a jug of sangria with friends evokes visions of tapas and Spanish waiters. Australian wine brand Yellow Tail wants to tap into this with its own sangria drink.
Yellow Tail Sangria will launch in the coming weeks with a major campaign set for January.
The diversification into sangria is Yellow Tail’s first pre-mix sharing drink. By moving into this new category, owner Casella Wines hopes the Yellow Tail brand can take on the pre-mix cocktail market. Unlike traditional wines, the sweeter citrus drink can be served however consumers prefer and the recipe can be adapted to suit
personal tastes.
“It’s a slightly different category, still very much a wine product, but it’s about opening up drinking occasions to consumers who are looking for something different, or consumers who want to add their own flavour,” said Karla Wheeler, brand manager at Casella Wines.
“There are a number of different ways you can serve it and this improvisation is part of its charm. It’s got a lot of potential and is something that would stack up against the ready-to-serve cocktail category in the way it’s designed to be shared.”
Wheeler said the new product was also designed to be a “stepping stone” into the wine category for Australian consumers who aren’t yet wine drinkers, and will provide a way of attracting new consumers to its core wine portfolio.
“It’s a really nice stepping stone from pre-mixed drinks into wine. It’s something [drinkers] can own that hasn’t been introduced to them by their parents. It’s fresh and something different to drink with friends.”
Yellow Tail has just launched its summer wines campaign. The digital activity aims to match people’s personality to one of its wines as part of a push to drive trial. The ‘Discover your Colour?’ campaign, created by BEcause Australia, launched this week and will form the basis of a three-year campaign aimed at attracting new drinkers.
This article first appeared in the 18 October 2013 edition of AdNews, in print and on iPad. Click here to subscribe for more news, features and opinion.
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