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Percy Fox to distribute Yellow Tail
Percy Fox & Co is to become the sole UK distributor for Yellow Tail wines as of Monday 22 February.
The Casella family launched Yellow Tail in 2001 and it has grown from its original run of 500,000 cases to nearly 12 million and is exported to over 40 countries worldwide.
John Casella, managing director of brand owner Casella Wines, said of the deal: “I believe we have found a like-minded partner with significant reach and influence in the UK market.
“Casella Wines is the largest family-owned winery in Australia and Percy Fox & Co are the 2nd largest wine distributor in Great Britain.
“Their extensive experience of building brands in the UK, together with their focus on the customer, mean that Percy Fox & Co is ideally positioned to build on the strong momentum Yellow Tail has developed to date in the UK.”
Casella Wines also credited Off-Piste Wines, Yellow Tail’s former distributor, for building the brand’s strong position within the UK.
Simon Lawson, director & general manager of Percy Fox & Co, said: “We are looking forward to working with Casella Wines to further drive the Yellow Tail brand forward.”
Rupert Millar, 17.02.2010