[yellow tail] retains world title

[Yellow tail] has shown its power yet again when it comes to consumer loyalty and brand awareness, taking home the World’s Most Powerful Wine Brand for the sixth year in a row.

Since 2018, Wine Intelligence’s Vinitrac survey has ranked Casella Family Brand’s iconic label in top spot on its Global Brand Power Index. Vinitrac measures perceptions that represent more than 466 million wine drinkers globally.

This year was made more special by also being awarded the Most Loved Wine, which is tallied from affinity and recommendation scores.

[Yellow tail] also increased its brand power score by 2.5 points on last year and was 8.8 points ahead of its nearest competitor.

The brand achieved a top 10 ranking in 10 markets and was the only Australian wine brand to make the top three list globally.

Casella Family Brands Global Marketing and Export Sales general manager, Libby Nutt, said the brand’s strength lies in the connection it has with consumers around the world.

“We are incredibly proud to retain our position as the world’s most powerful and most loved wine brand. It is truly a testament to the relationship [yellow tail] has built with our customers worldwide and the hard work from all who are involved in creating our great wines.”

The Wine Intelligence survey incorporates consumer feedback on key brand health measures across 23 key wine markets. claimed the #1 spot again in 2023, with brand power index scores increasing by 2.5 points from the 2022 read and pushing 8.8 points ahead of all other wine brands. [yellow tail] achieved a top ten ranking in 10 markets and was the only Australian wine brand to make the top 3 list globally.

Casella is Australia’s largest family-owned winery and wine exporter by volume, owning [yellow tail] and Peter Lehmann Wines. [Yellow tail] accounts for around 17 per cent of all Australian exported wine.

In May last year, Casella offloaded 35 vineyards, saying it was going to focus on brand building rather than vineyard ownership.

“We are forecasting future growth due to ongoing investment in our brands supported by a strategic innovation pipeline. The company is in a sound financial position, having recently experienced global record sales for [yellow tail] during Covid,” Casella said.

Nutt said, “Our goal at [yellow tail] is to create great tasting wines for all to enjoy and to be recognised as the most loved brand globally highlights how we are continuing to grow with this guiding principle at the forefront.”