Yellow Tail, the most imported wine brand in the US, is positioning itself with three new wines under the name "Pure Bright" in the "Better-For-You" segment, which has recently grown strongly in the US. "We are pleased to be able to offer our consumers Pure Bright, a wine that is a real winner," Dan Kleinman, who is responsible for marketing at Deutsch Family Wine & Spirits – Yellow Tail's US importer – told industry media.
The brand launch is a reaction to the fact that the "Better-For-You" segment has grown by more than 200 percent. After an international test phase, the varietal wines made from Chardonnay, Pinot Grigio and Sauvignon Blanc have been available in the USA since May. Converted to 100 mL, the Chardonnay of the Pure Bright series, for example, contains about 56 calories, whereas the standard Chardonnay contains about 80 calories per 100 mL. At 9.6% ABV, the wine is also lighter than its counterpart with 13% ABV. The alcohol reduction is achieved by reverse osmosis, which is also frequently used in the production of non-alcoholic wines.
The brand launch is supported by POS materials as well as social networking activities. The RRP is US$7 per bottle, the equivalent of about €5.70. sw
