Yellow Tail Gets First Makeover in Two Decades, Targets Fake Wines in China

Australia’s [yellow tail], one of the world’s best-selling wine brands, is undergoing its most significant transformation since its founding in 2001, unveiling a sweeping packaging update, launching a new premium line, and reinforcing efforts to combat parallel imports and copycat wines in China.

The brand’s owner, Casella Family Brands, confirmed the initiatives in an exclusive interview with Vino Joy News. Libby Nutt, General Manager of marketing and export sales at Casella, said the moves reflect both a strategic evolution and the company’s long-term commitment to the Chinese market.

“For [yellow tail], the world’s leading Australian wine brand, the latest packaging update is its most significant since launching in 2001.” Nutt said. “This change goes beyond aesthetics; it’s a strategic move to strengthen consumer connection and enhance shelf presence, and it is essential for staying relevant in a competitive and ever-changing market.”

The redesign preserves the brand’s recognizable elements—such as its iconic kangaroo—but introduces a more dynamic silhouette with bolder color contrasts. The varietal is now featured on a horizontal neck label, while the [yellow tail] logo moves inside the kangaroo-marked square, improving shelf clarity and modernizing the look. The updated packaging will begin appearing on shelves starting late 2025.

“The new packaging is an evolution, refining the fundamental elements rather than overhauling, that keeps the [yellow tail brand] feeling fresh and relevant while preserving its core identity,” adds Nutt. “The updated design improves visual impact, better communicates the wine’s quality, and makes it even easier for consumers to find, enjoy, and love. It reaffirms our commitment to quality and approachability, ensuring [yellow tail] remains a standout choice for wine lovers around the world and our consumers in China.”

[yellow tail] UP

Alongside the redesign, [yellow tail] this year debuted the “[yellow tail] UP” series, a more premium product line aimed at broadening the brand’s appeal and aligning with high-quality lifestyle moments. The UP series made its global debut in March during the China Food and Drinks Fair in Chengdu, launched jointly with [yellow tail]’s exclusive importer in China, Telford Wine & Spirits (Shanghai) Ltd.

The series includes a Shiraz and a red blend. Compared with yellow tail’s core range, which features an easy-drinking style and mass appeal, the UP series puts more emphasis on high-quality fruit selection and refined winemaking, according to Paul Chin, Chief Operating Officer of Telford Wine & Spirits (Shanghai) Ltd. “It’s about those joyful, memorable moments we share with our closest friends, deepening our connection with one another. The tagline for UP is “Step up to my vibe”, reflecting a carefree and relaxed spirit.” The range is aimed primarily at consumers aged 25 to 40 who seek light-hearted enjoyment and appreciate a high-quality lifestyle.

While both the UP series and the core line will be sold across all channels, the premium range will focus more heavily on upscale channels. 

Brand Protection

Meanwhile, Casella Family Brands is intensifying its efforts to protect [yellow tail] in China as the brand faces ongoing challenges from copycat products and parallel imports—issues that frequently plague internationally recognized labels.

To reinforce consumer confidence and protect the brand’s integrity, Casella recently issued a public statement affirming that only [yellow tail] bottles bearing the official Chinese back label and authenticity mark from Telford Wine & Spirits (Shanghai) Ltd.—its exclusive importer in mainland China—are guaranteed to be authentic.

“Casella Family Brands places strong emphasis on ensuring that [yellow tail] wine sold in China carries the official back label and authenticity mark from Telford Wine & Spirits (Shanghai) Ltd for several important reasons,” said Nutt. “Telford is the exclusive and official importer of the [yellow tail] brand in Mainland China, which means they are the only authorised distributor directly connected to Casella Family Brands.”

According to Nutt, purchasing [yellow tail] wines through Telford is the only way consumers can be certain of what they’re getting in the bottle.

“When consumers purchase [yellow tail] wine that feature the Telford official back label, they can be confident that the product has come directly from Casella Family Brands,” she said. “This guarantees that the wine is authentic, has been shipped under proper conditions, and stored according to the brand’s high-quality standards.”

She added that protecting the integrity of the supply chain is crucial for a product like wine, which is especially vulnerable to mishandling.

By contrast, Nutt warned that wines entering the country through unauthorized importers could expose consumers to degraded or even counterfeit products – especially when logistical corners are cut.

“If [yellow tail] wine arrives in China through unauthorised channels, neither Casella Family Brands nor Telford can verify its authenticity, quality, or the conditions under which it was shipped and stored,” she said. “There is a significant risk that unofficial importers may cut corners, particularly in areas such as transportation and storage, which can severely impact the wine’s condition.”

She urged consumers to look for the official label as a safeguard.

“This is the only way to ensure the wine’s authenticity and quality,” Nutt said, “and to enjoy [yellow tail] as it was intended by the experienced and passionate [yellow tail] winemaking team.”