The European unit of Casella Family Brands has released details of a GBP2m (US$2.8m) marketing campaign in the UK for its Yellow Tail wine brand.

The division said earlier today that the activation, entitled 'Cut to the [taste]', features the brackets used around the Australian brand's name. Launching this week, the campaign comprises a nation-wide television advert as well as print and social media presence.

After a summer-long push, the TV spot will reappear in the run-up to Christmas, in three six-week periods "throughout the year".

"In the UK, Yellow Tail is a brand that is in great shape," said Kevin Chinn, marketing director at Casella Family Brands (Europe). "We are currently enjoying the fastest growth rate of any branded top 10 wine, with value at +33% year-on-year, ahead of volume at +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."

According to the unit, the Yellow Tail portfolio boasts the top-selling Shiraz outright in the UK as well as the biggest Australian Merlot, Malbec and Pinot Grigio SKUs in the UK. The brand was launched in the UK in 2001.

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