Casella Family Brands has revealed a global brand refresh for its [yellow tail] wine range, with the aim of enhancing its market relevance and driving long-term growth.

It marks the most significant packaging revitalisation since the brand’s launch in 2001.

When [yellow tail] wine launched, its packaging broke away from the traditional, often serious wine branding of the time, with a strategy to make wine more fun, accessible and inclusive. Its vibrant label and iconic ‘Roo’ logo instantly stood out in the market.

The refreshed packaging continues this legacy while embracing a modern feel. It includes a dynamic new Roo design, while the Sparkling Cuvée range gets a premium touch with a gold Roo and new cork closure.

Pictured above is Casella Family Brands Managing Director John Casella with original [yellow tail] Shiraz alongside new packaging.

“Our updated packaging is more than just a fresh look; it reflects our evolution while reaffirming our commitment to quality and approachability,” said [yellow tail] Global Senior Brand Manager Arina Serra.

“We’ve retained the elements that our consumers love while refining the details to create an even stronger visual impact on the shelf.”

New communications campaigns will launch in the UK and Europe in March, the US in June and Australia in July.

Serra said: “2025 is shaping up to be an exciting year for the brand. With our refreshed packaging and dynamic new marketing campaigns, we’re confident this evolution will strengthen our connection with customers and consumers around the world.”

The fully rebranded [yellow tail] range expected to be available globally by late 2025.

Sophie Monk joins [yellow tail] as its first Aussie ambassador