The Super Bowl might not seem like a natural fit for a wine brand, but Yellow Tail is returning for its third consecutive regional campaign.
AB InBev, of course, has exclusive advertising rights for national broadcast, which prevents competition from other brands in the alcoholic beverages category.
Deutsch Family Wine & Spirits brand Yellow Tail claims that it will reach 90 percent of Super Bowl audiences this year, however, with an ad running in 81 percent of all markets. That number has risen each year since Yellow Tail became the first wine brand in the Super Bowl in nearly 40 years back in 2017 with an ad reaching 70 percent of markets. Havas Media Group handled media buying and planning for the campaign.