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90% of Americans Reserve a Better Bottle of Wine to Celebrate According to [yellow tail] Reserve

Affordability Reigns Supreme: Wine Drinkers Not Paying More Than $14.99 When Kicking-up an Evening

White Plains, NY, April 15, 2010 — Most adult Americans (90%) upgrade their wine selection when a premium moment calls, according to a new survey conducted by [yellow tail] Reserve. On the shelves this spring with new packaging, [yellow tail] Reserve, the premium offering from [yellow tail] wine, was created for consumers to take it up a notch and enjoy life's little special occasions.

What is the right occasion to trade-up for a better bottle? A date night at home with that special someone, a toast to TGIF, dinner with the in-laws, or an intimate gathering of close friends.

The survey also identified specific moments when a better bottle is uncorked. Three-quarters of Americans (74%) reserve a better bottle of wine for having friends over for dinner, while six-in-ten (59%) purchase a more premium wine to show gratitude, and half (50%) stow away special wine for a vacation.

"Many wine drinkers have chosen [yellow tail] wines for everyday occasions, but [yellow tail] Reserve gives them an option for when a special moment calls," said Francois Magnant, Senior Brand Manager for [yellow tail] Reserve at  W.J. Deutsch. "These survey results show consumers upgrade their wine when the occasion warrants and a premium offering like [yellow tail] Reserve fits the bill."

When the time comes to purchase a better bottle of wine to celebrate, Americans don't break the bank, according the [yellow tail] Reserve survey. Price is the overwhelming factor in choosing a wine, with 47 percent citing it first, while cuisine (36%) and recommendations (30%), were second and third in the decision making process.  Nearly half (43%) of wine drinkers will most often pay between $10.00 and $15.00 for a bottle of wine to celebrate a special occasion at home. Only 14% of Americans spend $20.00 or more for a better bottle. [yellow tail] Reserve's suggested retail price is $11.99.

"For price and quality, [yellow tail] Reserve offers wine drinkers a perfect accompaniment to enjoy a nice night at home or a special gathering," said Magnant.  "The grapes in [yellow tail] Reserve originate from Australia's finest wine growing regions, offering a complex and expressive flavor that allows consumers to truly taste the difference."

Since its launch in 2003, [yellow tail] Reserve has garnered high levels of praise for its superior wine quality including, including a number of 'Best Value' nods from Wine Spectator* and 'Best Buy' credits from Wine Enthusiast**.  [yellow tail] Reserve currently offers five varietals, in 750ml: Shiraz, Cabernet Sauvignon, Merlot, Chardonnay and Pinot Grigio.

Survey Methodology:
Interviews were conducted by Greenfield Online, through a 10-minute online survey among wine drinkers that are 21 years of age and older. Wine drinkers are defined as those consumers that have purchased a bottle of wine in the past month. A total of 509 interviews were conducted with a quota of ½ male (N=250) and ½ female (N=259). The margin of error is +/- 4% at a 95% confidence level. *Wine Spectator: 2005 [yellow tail] Reserve Shiraz and 2006 [yellow tail] Reserve **Wine Enthusiast: 2007 [yellow tail] Reserve Shiraz, 2007 [yellow tail] Reserve Cabernet, 2006 [yellow tail] Reserve Merlot

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