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Percy Fox takes on Yellow Tail

Published:  17 February, 2010

Percy Fox & Co is to become the exclusive distributor for Casella Wines' flagship brand, Yellow Tail.

Owned by the Casella family, Yellow Tail was launched in 2001 and is exported to over 40 countries, it has grown from an initial distribution of 500,000 cases in 2001 to almost 12 million cases in 2010.

Over the last two years the brand has grown by 355% (Nielsen MAT).

John Casella, managing director of Casella Wines, said: "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, with Yellow Tail being the fourth most significant wine brand globally, 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 consumer, mean that Percy Fox & Co is ideally positioned to build on the strong momentum Yellow Tail has developed to date in the UK."