Yellow Tail Is Bow Selling A "sun-kissed craft beer" in America

[yellow tail], the ubiquitous Australian wine, was the first wine for many members of an entire generation of American drinkers. And now, according to Australian Brews News, it appears that the yellow-striped kangaroo label will be gracing beer bottles:

Today’s announcement that the company will be “bringing its uncomplicated approach to the craft beer segment in the U.S.” confirms long-running speculation, as reported by Australian Brews News in September 2015.

The flagship brew, Australian Pale Ale, is now available in kegs in the Tidewater region of Virginia and will be rolling out in on-premise locations in Rhode Island by mid-February.

This will be followed by a roll-out in those states of the entire range, Australian Pale Ale, Sunset Lager and Whistling Wheat, in 12 fl. oz. bottles, being offered to on and off-premise locations beginning March 2016.

Interestingly, the mega-wine brand is attempting to position its new line of beers as craft brews, ones that are “never bitter.”

Yellow Tail Beer

This craft positioning strikes us as odd on two counts. First, the beer is being “contract brewed by Australian Beer Company, its joint venture with Coca-Cola Amatil.” While contract brewing is nothing new within the American craft beer sector, working with Coca-Cola isn’t something you’d expect from a small “craft” brewer. Second, Casella is promising beers that sound quite different from the flavor profiles so common among American craft brews today:

Casella says Yellow Tail beer is “refreshing without bitter notes so frequently found in other beers”.

“The beer is full of taste and highlights the wonderful natural flavours that Australia has to offer,” the company says.

“The brews have been created to reflect the sun-kissed Aussie lifestyle, offering consumers a craft beer that is flavourful yet approachable.”

Given what we know about another beer that reflects a “sun-kissed…lifestyle,” we’re not sure this beer is actually meant for craft beer drinkers…