Yellow Tail (wine)
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Yellow Tail is a brand of wine produced by Casella Wines Pty Ltd. Casella wines is based in Yenda Australia, Yenda has a population of approximately 1000 people. The Casella family has produced wines since the 1820s in Italy. However in 1951 the Casella family, headed by Filippo Casella and his wife Maria, moved to Australia for a better life. YellowTail is a new wine brand and was a chance for the family winery to enter into the bottled wine market - having previously supplied bulk wine to other wineries. YellowTail was developed around the year 2000, originally marketed to export countries and became the number one imported wine to the USA by 2003. In that time the family-owned winery expanded 10 times its original size. The winery has the capacity to have approximately 300 million litres on site with more wine produced and stored elsewhere. Yellow Tail's advertising campaign in the United States ranges from large scale billboards to ads on their delivery trucks.[citation needed]
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[edit] Vineyard
The vineyard comprises approximately 3 percent of all wine produced and is around 540 acres (2.2 km²), located in the Riverina, Griffith, region of Australia.
[edit] Wines
Approximately a third of the grapes that are harvested by Yellow Tail are from their vineyard in Riverina, Australia. The rest is from other vineyards in South Eastern Australia. All Yellow Tail wines have their own specific label color.
[edit] Yellow-footed Rock Wallaby
The namesake of the brand, Yellow Tail, is the Yellow-footed Rock Wallaby (Petrogale xanthopus), a relative of kangaroos.
[edit] International sales
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In 2000, the Casellas joined with W.J. Deutsch & Sons, a family-owned marketing and distribution firm, in order to distribute the Yellow Tail wines in the United States. In 2001, it sold 112,000 cases, a number that jumped to 7.5 million in 2005, helped by distribution through Costco.
Yellow Tail has enjoyed similar success in the UK which, in 2000, began importing more wine from Australia than from France for the first time in history.
Both research and experience demonstrates that most consumers today, especially when buying New World wines, want to buy wine by variety and brand name. Young consumers in particular tend to avoid what they consider to be confusing and pretentious wine labels characteristic of some Old World wine bottles (Franson).
[edit] See also
[edit] References
- ACNielsen
- Bieler, Kristen Wolf. Behind the [Yellow Tail phenomenon: How it happened and what's next?] Wisconsin Beverage Guide, 2006 (March), 6(3).
- Franson, Paul. Labels gone wild. Wine enthusiast, 2006 (march), 19(3), 28-33.
- Kim, Chan W., and Renee Mauborgne. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Harvard Business School Press, Boston Massachusetts, 2005, 28, 189, 31-32.
