Wine Brand Advertises at Super Bowl 2017
Finally! An alcoholic beverage other than beer will feature at the Super Bowl this weekend. Australian wine brand, Yellow Tail, distributed in the United States by Deutsch Family Wines and Spirits is in this year’s Big Game for the first time with a regional spot helping it circumvent Anheuser-Busch’s exclusive alcohol category advertising rights for the Super Bowl.
The national in-game alcohol category is owned by Anheuser-Busch, so Yellow Tail decided to buy local spots in 70 markets to reach an expected 100 million households.
With this 30-second spot, Yellow Tail will kick off its new multiyear marketing campaign. The advert will air in the first half of the game in 80% of America including the top 30 television markets. This advert features a new spokesperson aptly named “Yellow Tail Guy” and his kangaroo sidekick enjoying Yellow Tail wine at a party, backyard barbecue and beach. It is directed by Harald Zwart.
“We’re using comedy to show that this wine is really fun to drink – to show that of the 5,000 wine brands in the space, Yellow Tail is the one associated with fun.” Mike Burns, founder of Burns Group which is Yellow Tail’s advertising agency stated. Mike Burns revealed that apart from it being because of Anheuser-Busch’s exclusive alcohol rights, most wine brands haven’t advertised in the Super Bowl recently because they don’t have the national distribution Yellow Tail has.
“A wide base of Yellow Tail’s consumers will be a part of the mass audience watching the Super Bowl,” Burns said. “Thirty million households serve wine during the game, so it seemed like a brand in the wine category that stands for fun and sociability deserves a place in the Super Bowl.”
A report out this month confirmed Yellow Tail is hugely popular with young Americans. According to the report, millennials drank up to 160 million cases of the wine which is nearly half the total in 2015.