Yellow tail, America’s most imported wine, is relying on the holiday season in the US to promote itself and its prospects among customers in the country.
The Australia-based wine company said that it would start a national advertising campaign on late-night television, cable and the Internet from October 1 until January 1. Deutsch Family Wine & Spirits, the exclusive importer and marketer for yellow tail, is gambling that Americans will increase their wine intake during the holidays and is promoting products that it says have been developed specifically for the holidays.
The wine company is to promote itself through a ‘go to’ holiday campaign that will promote the brand as the ideal choice for the holidays.
Tom Steffanci, president of Deutsch Family Wine & Spirits, said, ‘Yellow tail is the most beloved wine brand in the U.S. with a dedicated consumer following that cuts across all age groups. The brand delivers what our consumer research has shown our customers want: reliability, consistency and great value. It is the wine you can count on for any occasion, and with pricing under eight dollars for a 750ml bottle it is the wine you can afford to stock up on for the holidays. Yellow tail has the country’s number one selling Merlot and Shiraz and the number three selling Cabernet Sauvignon. This year we’ve added two hot wines to the brand portfolio: Yellow tail Moscato, one of the most successful launches of the year, and Sweet Red Roo, a naturally sweet red blend of Shiraz, Cabernet Sauvignon and other red varieties. Both are perfect wines for casual parties and fun with family and friends.’
Figures show that the brand has grown 2.5 percent over the last 52 weeks, mostly helped by television and online campaigns.
Dutch commodities trader Louis Dreyfus Commodities BV and US hedge fund Highbridge Capital Management LLC have agreed to dispose of their energy trading joint venture Louis Dreyfus Highbridge Energy LLC (LDH Energy) to two investor groups, the target firm said on Thursday, without revealing financial terms.
The new owners will be DF Energy Acquisition LLC, a private investment firm owned by Glenn Dubin, and a group of strategic and financial investors including investment vehicles of family trusts created by Paul Tudor Jones and Timothy Barakett, as well as Continental Grain Company / Paul Fribourg. They will have non-operating positions with the company.
LDH Energy’s chairman and CEO William C Reed II welcomed the agreement, saying it opens a new chapter in the company’s future growth, aimed at increasing its merchant footprint and expanding asset portfolio. The experience in global finance and industry and the fresh vision of the new owners are a guarantee for great growth prospects, Reed added.
Louis Dreyfus Commodities Group said it would focus on its core business as a global commodities group, while remaining a minority investor in LDH Energy.
Glenn Dubin, who is also co-founder and chairman of Highbridge Capital and served in the board of LDH Energy for the past five years, pointed out that the target firm had built a strong operating platform supporting a diversified energy business that is well positioned for future growth.
Once the transaction closes, LDH Energy will operate under the new name Castleton Commodities International LLC, keeping its management team, but with a new board.
Completion is expected by the end of the year, subject to conditions.
DF Energy Acquisition LLC received advice from Davis Polk & Wardwell LLP and Bank of America Merrill Lynch. The investor group was advised by Sullivan & Cromwell LLP, while Willkie Farr & Gallagher LLP advised Highbridge Capital Management and Cohen & Gresser LLP advised LDH Energy’s management team.