Australia-based winery Casella Family Brands has announced it is launching a £2m campaign called ‘cut to the taste’ for its Yellow Tail wine brand in the UK, focussing on the taste of its wines.

The campaign comprises an integrated multimedia marketing drive across national TV, print and social media. It will run through the summer and into the Christmas period.

Casella Family Brands marketing director for Europe Kevin Chinn, said: “At Yellow Tail we are proud to produce a range of high quality and great tasting wines since its launch in 2001. In the UK, Yellow Tail is a brand that is in great shape, with more than five million customers enjoying our wide range of wines. We are currently enjoying the fastest growth rate of any branded top 10 wine, with value up by 33% year-on-year, and volume up by 28%.

“Our team believes continued brand investment in the wine category is critical–not just for the long-term success of Yellow Tail but also for the long-term health of the wine category. Healthy wine brands in the category benefit everyone; driving value over volume and decreasing reliance on price trading to grow the category.

“While we have wind in our sails, now is the perfect time to increase our investment in Yellow Tail. We are confident the campaign will further drive brand awareness, and therefore increase in-store sales.”

Yellow Tail was created in 2001 by Casella Family Brands. Rather than trying to compete with premium French and Italian wines, the Australian company created a product for everyday consumption that aims to be more accessible to those who don’t normally drink wine.

Its range of wines include three white varieties, eight red and two sparkling; the packaging is supposed to be simple and unintimidating without any ‘wine jargon’.

Other wines in Casella Family Brands’ portfolio include Young Brute, Brand’s Laira and Peter Lehmann.