The Shout Magazine (New Zealand)

The world’s most powerful wine brand revealed

Australian family-owned wine brand Yellow Tail has been named the world’s Most Powerful Wine Brand in The Wine Intelligence Global Brand Power Index.

This is the fifth consecutive year the brand has taken out the title.

The Wine Intelligence Global Wine Brand Power Index 2022 measured perceptions of more than 25,000 wine consumers in 25 markets, representing over 400 million wine drinkers globally.

It incorporates consumer feedback on key brand health measures and an index is calculated at a global level and a country level across 25 key wine markets. 

Yellow Tail claimed the top spot, followed by Chile’s Casillero del Diablo at number two, with their brand power index scores remaining well clear of all other wine brands.

Libby Nutt, GM Global Marketing and Export Sales at Casella Family Brands says the continual success of Yellow Tail can be attributed to the brand’s strength of connection with consumers worldwide.

“There is no doubt that COVID-19 has caused huge disruption across the wine industry, but during this time, Yellow Tail benefited from a consumer shift towards tried and trusted brands. As the industry begins to stabilise, we’re proud the brand has maintained a positive connection with consumers.”

Yellow Tail is made by the sixth generation of the Casella family at the family-owned winery in Yenda, Australia, and accounts for approximately 17% of all Australian exported wine.

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