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Yellow Tail launches new lighter in alcohol wine range
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Posted on May 21, 2021
STAMFORD, Conn., May 18, 2021 [ yellow tail ], the #1 imported table wine brand in the US, is introducing Pure Bright, a new lower-calorie and lower-alcohol wine that does not sacrifice on taste. The new line of refreshing and light wines, available nationally in May, will feature three core delicious varietals [ yellow tail ] consumers love - Chardonnay, Pinot Grigio, and Sauvignon Blanc.
[ yellow tail ] Pure Bright tested in seven markets initially and is well positioned within the fast growing ‘Better for You’ wine segment, which is up +206% versus one year ago. Category dollar sales grew +$22MM versus one year ago and are currently $33MM (IRI Total US Mulo – L52W end April 18, 2021). The ‘Better for You’ segment will continue growing as Pure Bright distribution expands nationally, with excellent packaging, strong campaigns and an attractive price point. Currently, it is the only major brand in the category priced below $7 SRP per bottl