We took Yellowtail from not-for-me to my go-to, re-introducing America and an entirely new generation of wine drinkers to this fun, irreverent wine brand. Millennials enjoy wine, but they were heavier beer drinkers and thought of wine as more complicated and precious. We brought to life the brand’s relevance from food to fun – showing that it goes equally well with chicken and poker night. We took the brand to the superbowl – the first ever wine brand to go head to head with beer on advertising’s biggest stage.