Funny story: Yellow Tail, the number 1 Australian wine brand in the US, is to launch in the UK a music and wine promotional campaign. British wine consumers will have the privilege to drink their Rosé with R&B, their Bubbles with Classic Pop and their Chardonnay with 80s rock.
Will this “alliance” between a wine and a DJ convince British consumers to drink more of Yellow Tail? Maybe since Yellow Tail also offers the chance to win one of 30 Yellow Tail remixing kits, which includes a six-pack of wine and CDs. On the brand management standpoint, Yellow Tail is the epithom of mass market brand and is bought as a convenience – like milk and soap. This strategy could work.