[yellow tail]

We partnered with [yellow tail] to add premium Whiskey Barrel Aged offerings to its value brand.

Capabilities

Packaging Design
Marketing Support

Challenge

[yellow tail] set out to broaden the appeal of wine by making it approachable, accessible, and enjoyable for everyone. Since its founding, the label has grown to become the largest imported wine brand in the US by volume and has continued to grow its varietal lineup. With a firm foothold in the value wine category, [yellow tail] was looking to diversify its brand by adding a more premium offering.

Action Taken

DuPuis partnered with [yellow tail] to develop a more premium offering that fit this value brand and its positioning grounded in happiness and positivity. We were challenged to align with the whiskey barrel category while staying true to [yellow tail]. The final design struck a balance of traditional and modern. To help convey premiumness and depth of flavor we used cues within the whiskey category like gold embossing, woodgrain, and wood barrel charring. We upleveled Roo with a veil of gold to bring a premium feel to a modern brand icon. To help support the launch, we developed a key visual for in-store brand activation.

Results

[yellow tail] Whiskey Barrel Aged Cabernet Sauvignon and Whiskey Barrel Aged Red Blend successfully launched in 2021, ensuring the brand stays relevant with consumers and their evolving needs. The packaging was awarded a 2022 GDUSA Packaging Design award.