Press Release Headlines

[yellow tail] Introduces Sweet Red Roo

New Blend Dons a Brilliant Label to Launch Sweet Red Blend

WHITE PLAINS, N.Y., Jan. 24, 2012 — All that glitters is not necessarily gold. Bearing a unique bright red prismatic label, [yellow tail], the best-selling imported wine in the U.S., is bringing a bold, expressive and naturally sweet red blend to U.S. consumers through the launch of Sweet Red Roo.

Made in Australia from a blend of Shiraz, Cabernet Sauvignon, and other red varietals, [yellow tail] Sweet Red Roo is full of fruit flavors with aromas of naturally sweet red berries, vanilla and chocolate in each sip.

Imported in the U.S. by W. J. Deutsch & Sons, Ltd., the newest and fifteenth addition to the [yellow tail] portfolio is ready to outshine others in the thriving sweet wine category. According to Nielsen data, the sweet wine category has seen a 246 percent increase in dollar value sales in 2011 versus the previous year and IRI Syndicated reported more than half a million cases of sweet red wine were sold in the U.S. in 2011.

"Sweet Red Roo is the nexus of two categories on fire with consumers right now — sweet wine and red blends," said Francois Magnant, [yellow tail] Brand Director. "Whereas others in the category taste candy-like or almost artificially sweet, Sweet Red Roo gets it sweet wine taste naturally from ripe fruit. And, because it comes from [yellow tail], America's go-to wine, which is known for being easy-to-drink and approachable, consumers can try a new wine, confident that they will enjoy the experience."

In keeping with the fun nature of the brand, [yellow tail] looked to consumers to name the new wine in a Facebook competition, where Sweet Red Roo was the clear favorite. The brand is also expressing its colorful personality through the innovative red prismatic label, the first of its kind in the beverage alcohol industry.


"Sweet Red Roo is delicious served chilled or room temperature and is ideal for wine cocktails," added Magnant. "Whether pairing it with BBQ or mixing it in Sangria, Sweet Red Roo's versatility and uniqueness will make it the most talked about sweet wine blend this year."

Expected in stores by March, [yellow tail] Sweet Red Roo will be available in 750 ml ($6.99) and 1.5L ($11.99).

About [yellow tail]: [yellow tail] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [yellow tail] wines are created with a simple philosophy — make a great wine that everybody can enjoy. [yellow tail] is everything a great wine should be: approachable, fresh and full of flavor.

The [yellow tail] wine portfolio includes nine [yellow tail] varietals (including Shiraz and Chardonnay), three blends and a Sparkling White and Rose wine. The [yellow tail] Reserve portfolio includes five varietals, including Cabernet Sauvignon and Pinot Grigio. [yellow tail] and [yellow tail] Reserve wines are produced by John Casella and Chief Winemaker, Alan Kennett of Casella Wines, Australia.

About W.J. Deutsch & Sons: W.J. Deutsch & Sons, Ltd. was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009 Deutsch announced the expansion of the award-winning company to include a separate Spirits Division, W.J. Deutsch Spirits LLC. Deutsch's wines and spirits are sold to the trade with well-planned marketing support and are offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirit industry.

The W.J. Deutsch & Sons portfolio includes award-winning wines from Australia: [yellow tail], [yellow tail] The Reserve, [yellow tail] Bubbles; California: Girard Winery, Windsor Sonoma, Sonoma Coast Vineyards, Kunde Family Estate, Joseph Carr, Josh Cellars; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, Patch Block, Pierre Sparr, Sauvion et Fils, Vidal Fleury; Italy: Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades (Rias Baixas), Cruz de Alba (Ribera del Duero), Ramon Bilbao Vinos Y Vinedos (Rioja), and Volteo (Castilla); Chile: Llai Llai; Argentina: Ruta 22, and award-winning spirits from Landy Cognac (France), Luksusowa Vodka (Poland), The Original MOONSHINE and Adult Chocolate Milk (USA), Villa Massa (Italy) and commencing March 1, LICOR 43 (Spain).

Media Contact:
Laura Peet
Director of PR, WJ Deutsch & Sons

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