[yellow tail] wine®, the country’s number one wine brand, is launching a new multimedia campaign, entitled “Open for Anything™,” that will debut on Friday, October 23 and air throughout the holiday season.

“[yellow tail] stands alone as the top wine brand in the U.S. due to our unprecedented, consistent offering of fun, approachable, affordable wine with a taste that consumers love and trust. This campaign reinforces the brand’s leadership status by going where most wines cannot go,” said Mark Lyle, Vice President of Marketing for W.J. Deutsch & Sons, Ltd., importer of [yellow tail].

“Despite our early growth and our high brand loyalty, [yellow tail] is still a discovery brand,” said Isabelle McDonnell, Director of Marketing for [yellow tail] wines. “Through the new ad campaign we have the opportunity to take that to the next level and deepen consumer affinity and awareness of [yellow tail].”

“The ‘Open for Anything’ campaign reflects the brand’s attitude in a humorous, unexpected way,” said Mike Burns, Managing Partner of the BurnsGroup, creators of the ‘Open for Anything’ campaign. “[yellow tail]’s fans absolutely adore that it’s a great quality wine that doesn’t take itself too seriously.”

The broadcast spots, created by the BurnsGroup (New York), were directed by Tarsem, winner of the Cannes Best Director award. His acclaimed directorial work ranges from the award-winning R.E.M. music video “Losing My Religion” to the 2000 feature film “The Cell” (starring Jennifer Lopez) and dozens of commercial advertising spots for the likes of Nike, Coca-Cola, Pepsi and Levis.

The first commercial, entitled “Tragedy,” depicts a couple lamenting a spilled bottled of [yellow tail] wine through over-the-top operatic dialogue. However, the “tragedy” is averted when the man triumphantly reveals “we have more!” and produces two new bottles. A second execution, entitled “Swirl,” shows a romantic meeting that occurs when [yellow tail] wine magically swirls from a woman’s glass into a man’s empty glass nearby. Moments later the couple is married.

Planned spending for the campaign, which will appear in national television, online, and in-store is $7 million. The launch of the campaign marks a busy year for the wine brand. In July, the brand added to its white varietals by introducing Sauvignon Blanc to its 12-varietal portfolio.

W.J. Deutsch and Sons, the 5th largest wine importer and marketer in the U.S., renowned for their brand building prowess, has chosen the BurnsGroup for the U.S. advertising duties on [yellow tail], [yellow tail] Reserve and [yellow tail] Sparkling following a closed review. Since its introduction in 2001, [yellow tail] has grown exponentially to become the #1 imported wine brand in the U.S.A.

“We’re confident that the BurnsGroup can help us defend our leadership position and take [yellow tail] to an even higher level of success”, said Isabelle McDonnell, Director of Marketing. “They have demonstrated brand-building expertise across many consumer categories, and we were inspired by their ability to create and maintain leadership brands”.

Said Mike Burns, Managing Partner of the BurnsGroup, “There’s never been a wine like [yellow tail]. It broke every rule in the category and consumers responded in droves. Our job for W.J. Deutsch is to keep [yellow tail]’s pioneering spirit fresh and alive at every consumer interaction.”

The BurnsGroup was founded in early 2007 to help its clients build Category of One brands - brands that transcend the competition, brands for which there are no substitutes, and brands that are both rationally preferred and emotionally prized by their consumers. Mike Burns was formerly the Vice Chairman and CEO of Saatchi &Saatchi New York.

For more information on [yellow tail] wine please visit www.discoveryellowtail.com.

About W. J. Deutsch & Sons, Ltd
W.J. Deutsch & Sons was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. Deutsch’s wines are sold to the trade with well-planned marketing support and offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and ability to identify and fill consumer niches within the wine category. 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
industry.

The W.J. Deutsch & Sons portfolio includes award-winning wines from: Australia; [yellow tail], [yellow tail] The Reserve, [yellow tail] Sparkling, California; Atlas Peak, Buena Vista Carneros, Esser Vineyards, Gary Farrell Vineyards and Winery, Geyser Peak, Kunde Estate, XYZin, France; Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, J. Vidal Fleury, Pierre Sparr, Sauvion et Fils, Idaho; Ste Chapelle, Italy; Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, 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), Washington; Columbia Winery, Covey Run. www.wjdeutsch.com.