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Casella Family Wines backs lower-abv pledge with 8.5% Yellow Tail

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Casella Family Wines has come good on its promise to launch a lower-abv wine range under its Yellow Tail brand, with the UK selected as the first market.

just-drinks learned of Casellas lower-abv Yellow Tail plans earlier this year

just-drinks learned of Casella's lower-abv Yellow Tail plans earlier this year

Earlier this year, just-drinks exclusively reported on the Australian group's planned roll-out of a four-strong line of 8.5% abv wines. Casella confirmed today that Yellow Tail Pure Bright has kicked off in the UK with a Pinot Grigio variant.

Available since September in branches of multiple retailer Tesco, the expression will be joined by a Sauvignon Blanc, a Chardonnay and a rosé in the coming months. A wider release is scheduled to "a number of global markets where the opportunity for a lighter style of wine exists", Casella said.

"The moderation trend, underpinned by health and social drivers is impacting the wine category in many ways," said Casella's head of strategy & innovation, Michael Sergeant. "People are drinking less frequently, abstaining or just drinking less volume when they do drink. However, these wine drinkers are still looking for quality, flavour and varietal character in lower alcohol wine.

"We found that in most developed wine markets including the UK, US and Australia, taste concerns were the key barrier for trial and consumer acceptance of lighter style wines. We believe that Yellow Tail Pure Bright has real potential to add tremendous value to the wine category by offering a light style of wine within the range of the UK's third-largest wine brand."

Yellow Tail Pure Bright Pinot Grigio retails at GBP7 (US$9) per bottle, the same price point as the original 13.5% abv Yellow Tail stable.

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