Aussie wine brand Yellow Tail has appointed independent agency Isobel as its new brand strategy and creative partner for the UK market following a competitive pitch process.

The London-based shop won out against an undisclosed number of agencies and will now oversee Yellow Tail’s creative content in what is one of its biggest markets.

Currently placing as the nation’s second most popular wine brand, the New South Wales firm had previously only worked with global and Australian creative agencies.

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“We have been on the hunt for the right kind of creative agency partner for Yellow Tail that combines brand strategy and creative expertise. We’re thrilled to have found that in Isobel,” Casella Family Brands Europe marketing director, Kevin Chinn said.

Established in 2001 by John Casella, the brand will now look to tap into Isobel’s local expertise to grow its market share, as it looks to challenge the dominance of fellow Aussie brand Hardys.

Isobel founder and CEO, Paul Houlding added: “Yellow Tail is a fantastic brand, that has grown impressively in the UK and around the world.

“We now see huge potential in future growth for the brand and we are thoroughly looking forward to being part of that journey with the Casella team.”