STAMFORD, Conn., May 18, 2021 –[ yellow tail ], the #1 imported table wine brand in the US, is introducing Pure Bright, a new lower-calorie and lower-alcohol wine that does not sacrifice on taste. The new line of refreshing and light wines, available nationally in May, will feature three core delicious varietals [ yellow tail ] consumers love -Chardonnay, Pinot Grigio, and Sauvignon Blanc.
[ yellow tail ] PureBright tested in seven markets initially and is well positioned within the fast growing ‘Better for You’ wine segment, which is up +206% versus one year ago. Category dollar sales grew +$22MM versus one year ago and are currently $33MM (IRI Total US Mulo –L52W end April 18, 2021). The ‘Better for You’ segment will continue growing as Pure Bright distribution expands nationally, with excellent packaging, strong campaigns and an attractive price point. Currently, it is the only major brand in the category priced below $7 SRP per bottle.
“Our research shows that the full flavor of Pure Bright exceeded expectations of a lower-calorie wine and consumers love the vibrant taste,” said Tom Steffanci, President of Deutsch Family Wine & Spirits, the U.S. importer and marketer for [ yellow tail ]. “Consumers are also delighted that this wine is coming from [ yellow tail ], a brand they recognize and trust. We are confident Pure Bright is poised to take the country by storm and become the largest brand within the ‘Better for You’ wine segment.”
Pure Bright is made with the same commitment to quality as all other [ yellow tail ] wines. Award-winning winemaker, John Casella, developed a unique winemaking process for Pure Bright, starting with high-quality grapes that are pruned and maintained for higher levels of acid and freshness. In addition, the fermentable sugars are kept very low and proprietary yeast selections accentuate the flavors in each varietal. The winemaking process utilizes reserve osmosis to reduce the alcohol content without compromising taste, maintaining the aroma and robust flavor of [ yellow tail ] wines.
“This is our biggest [ yellow tail ] new launch in years,” said Dan Kleinman, Senior Vice President of Marketing at Deutsch Family Wine & Spirits. “We did extensive consumer research into the occasion and brand messaging to ensure our marketing approach reflected true consumer insight into why a ‘Better for You’ wine holds emotional value beyond simply lower calories. We’re excited to offer our consumers Pure Bright, a wine that is a true win –offering great tasting indulgence with the upside of being an even bigger reward thanks to its lower calories and carbohydrates.”
To support awareness of Pure Bright, [ yellow tail ] will be making a long-term, multi-million dollar investment including in a robust digital plan, in-store promotions, and online shoppable content. Advertising will begin running in June and will include partners such as YouTube, Hulu, Facebook, and Instagram. The brand will partner with a well-known celebrity to build social reach and relevance for Pure Bright alongside an extended campaign with micro-influencers in the healthy cooking and wellness space to build additional taste credibility for the brand.
Pure Bright is available in three aromatic varietals:
- Chardonnay: Light and refreshing taste, with fresh peach and melon flavors and a hint of vanilla. Per 5fl.oz.: Calories 85, Carbohydrates 1.1g, ABV 9.6% (compared to 120 calories, ABV 13%, for [ yellow tail ] base Chardonnay)
- Pinot Grigio: Light and refreshing taste, bursting with apple, pear, and passionfruit flavors. Per 5fl.oz.: Calories 80, Carbohydrates 1.5g, ABV 8.5% (compared to 107 calories, ABV 11.5% for [ yellow tail ] base Pinot Grigio)
- Sauvignon Blanc: Light and refreshing taste, bursting with zingy passionfruit and grapefruit flavors. Per 5fl.oz.: Calories 80, Carbohydrates 0.6g, ABV 8.5% (compared to 107 calories, ABV 11.5% for [ yellow tail ] base Sauvignon Blanc)
Based on total depletions, [ yellow tail ] volume was up 6.9% in 2020, from 6.6 million cases in 2019. The brand is also a dominant player in the Australian wine category, representing 34% of all volume growth.
Sources: IRI Total US Mulo –L52W end April 18, 2021, Cognos –R12 End Calendar Year 2020
About Yellow Tail
[ yellow tail ] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [ yellow tail ] wines are created with a simple philosophy -make a great wine that everybody can enjoy. [ yellow tail ] is America’s most beloved wine brand with a dedicated consumer following that cuts across all age groups. [ yellow tail ] offers eight core varietals including: Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Pinot Noir, Merlot, Rosé.[ yellow tail ] also has a tier of ‘Better for You’ wines called “Pure Bright” with 85 calories or less and low carbs. Wines in the Pure Bright collection include: Chardonnay, Pinot Grigio and Sauvignon Blanc.[ yellow tail ] wines are available at retailers nationwide: www.yellowtailwine.com
About Deutsch Family Wine & Spirits
Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a spirits portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill’s son Peter Deutsch is CEO; thus, two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] Bubbles, [ yellow tail ] Pure Bright; California: Bellacosa; Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Layer Cake, The Calling; France: Andre Lurton, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Argentina: Clos de los Siete; and award-winning spirits: Redemption Whiskey, Bib & Tucker Bourbon, Masterson’s Rye, Luksusowa Vodka and Gray Whale Gin. www.deutschfamily.com