The initial year, it was expecting to sell 25,000 cases but actual sales rounded up to half a million. Yellow Tail was first launched and exported to the US in 2001 and has since become a huge success. Yellow Tail is owned by one of Australia largest wine exporters Casella Family Brands, while Casillero del Diablo is owned by Chile’s leading wine group Concha y Toro.īoth brands became the top brand in three out of the 25 markets, with Yellow Tail securing a top ten ranking in 10 markets and Casillero del Diablo in 14 markets.Īccording to Wine Intelligence’s report, Yellow Tail’s strength in the US market helpsĬementing its top spot in the global ranking. Yellow Tail and Casillero del Diablo again topped the no.1 and no.2 spots respectively in the 2022 Global Wine Brand Power Index, with scores well clear of other wine brands. World’s top brand revealed Australia’s large volume wine brand Yellow Tail is one of the wines in Telford’s portfolio (pic: Yellow Tail) This indicates that wine drinkers still paid attention to wine brands amid the pandemic even if they are not buying or drinking wines. On the other hand, the awareness levels tended to be more resilient from 2020 to 2022. This can be explained by the closure of on-premise and lockdown during the pandemic which weakened consumers’ consumption and connection to wine.
#Yellow tail wine merlot driver#
Wine Intelligence has released the most powerful wine brands in the world (pic: Wine Intelligence)įrom the report’s observation, the main driver of change in the index from 2020 to 2022 could be the declining purchase and connection scores, which both fell significantly for the top 15 global brands in 2021. This suggests that global wine brand equity has yet to recover to pre-pandemic levels. However, the 2022 score still could not offset the steep decline in 2021 and remained substantially lower than the pre-pandemic figure in 2020, which was based on consumer surveys done in 2019. This year’s index did not survey the Russian market and included Denmark as a substitute.
It is calculated in both global level and country level across 25 key wine markets.Īfter aggregating the market scores, the index would be weighted by the size of the wine drinking population in each market. The index takes account of three key measurements, which are brand awareness, recalled purchase and brand connections. The Wine Intelligence Global Wine Brand Power Index is curated with feedback from over 25,000 wine consumers in 25 markets, representing over 400 million wine drinkers globally. The fifth annual Wine Intelligence Global Wine Brand Power Index has revealed the top 15 most powerful global wine brands, with Australia’s Yellow Tail and Chile’s Casillero del Diablo leading the pack.
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