The BAM Connection, an independent Brooklyn-based branding, advertising and content creation agency, today announced it has been selected as the Agency of Record (AOR) for [ yellow tail ], the champion wine brand for Casella Wines, part of Deutsch Family Wine & Spirits. The account will be run by Maureen Maldari, CEO of The BAM Connection.
Starting immediately, the agency will be handling all creative work for [ yellow tail ], which was named the world’s most powerful wine brand by consumers this year and includes the No. 1 imported Chardonnay and four other No. 1 varietals. The BAM Connection’s scope of work includes television and social media campaign work, as well as live experiential events.
“We are excited to be working with [ yellow tail ], as we have a shared connection in looking to challenge our respective industries,” said Maldari. “[ yellow tail ] is well-known and well-loved, for making its wine products accessible and approachable. However, there still so much opportunity to make an impact in this category, and we’re looking forward to jumping in.”
In 2017, [ yellow tail ] became the first wine brand to advertise during the Super Bowl in nearly 40 years. In working with The BAM Connection, it plans to make an appearance again in next year’s Super LIII. The BAM Connection will also continue to leverage [ yellow tail ]’s following with consumers online, asthe brand with the largest social media following in the wine category.
“We’ve had great success with our last two Super Bowl commercials, but are looking forward to bringing in a new perspective,” said Iain Douglass, Chief Marketing Officer, Deutsch Family Wine & Spirits. “Maureen and The BAM Connection’s experience are an exact fit for what we’re looking for – a partner that will help us transcend a crowded category and reach new audiences.”
The BAM Connection’s founders, Maldari and her business partner Chief Creative Officer Rob Baiocco, are both highly-regarded creative heavyweights with broad experience in the advertising industry and in the spirits and wine category in particular, having previously worked on Captain Morgan, Crown Royal, Brockmans Gin, Santa Margherita and The Federalist.
Since opening in 2013, the independent agency has grown steadily, working with an impressive list of clients along the way, including AmLactin skin care brands, Keystone Canna Remedies, TheraTears Eye Drops and more.
About The BAM Connection
The BAM Connection is an independent branding, advertising and content creation agency located in the tech triangle of Dumbo, Brooklyn. Ran by founders Rob Baiocco and Maureen Maldari, the agency’s driving philosophy is Simplicity Liberates Creativity, driven by their proprietary One-Shot Answer. Learn more at thebam.com.
About [ yellow tail ]
[ yellow tail ] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [ yellow tail ] wines are created with a simple philosophy - make a great wine that everybody can enjoy. [ yellow tail ] is America's most beloved wine brand in the U.S. with a dedicated consumer following that cuts across all age groups. [ yellow tail ] has the #1 imported Chardonnay in addition to four other #1 varietals. The brand has the largest social media following in the wine category and was identified by eMarketer as a top alcohol brand in terms of Facebook engagement and the only wine brand to make the top 15.
About Deutsch Family Wine & Spirits
Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.
The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] Bubbles, Peter Lehmann, Peter Lehmann Clancy's; California: Bellacosa; Eppa SupraFruta Sangria, Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Kunde Family Estate, Layer Cake; The Calling; France: Andre Lurton, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Washington: Skyfall; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades, Cruz de Alba, Ramon Bilbao; Argentina: Clos de los Siete; Ruta 22; and award-winning spirits: Redemption Whiskey, Bib & Tucker Bourbon, Masterson's Rye, Luksusowa Vodka and Licor 43. www.deutschfamily.com