Yellow Tail (wine)

Yellow Tail (wine)

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.Fact|date=June 2007

Vineyard

The vineyard comprises approximately 3 percent of all wine produced and is around convert|540|acre|km2, located in the Riverina, Griffith, region of Australia.

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.

Yellow-footed Rock Wallaby

The namesake of the brand, Yellow Tail, is the Yellow-footed Rock Wallaby (Petrogale xanthopus), a relative of kangaroos.

International sales

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).

ee also

*Australian wine
*Globalization of wine

References

* [http://www.acnielsen.com/ ACNielsen]
* [http://www.bevnetwork.com/monthly_issue_article.asp?ID=152 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.

External links

* [http://www.yellowtailwine.com.au/default.asp Yellow Tail website]


Wikimedia Foundation. 2010.

Игры ⚽ Поможем сделать НИР

Look at other dictionaries:

  • New South Wales wine — New South Wales (in red) New South Wales wine is Australian wine produced in the state of New South Wales, Australia. New South Wales is Australia s most populous state and its wine consumption far out paces the region s wine production. The… …   Wikipedia

  • Aging of wine — Bottles of wine in an underground cellar aging The aging of wine, and its ability to potentially improve wine quality, distinguishes wine from most other consumable goods. While wine is perishable and capable of deteriorating, complex chemical… …   Wikipedia

  • Australian wine — The Australian wine industry is the fourth largest exporter in the world, [] Sauvignon Blanc, Sémillon, and Riesling. The country has no native grapes, and Vitis vinifera varieties were introduced from Europe and South Africa in the late 18th and …   Wikipedia

  • Victorian wine — is wine made in the Australian state of Victoria. With over 600 wineries, Victoria has more wine producers than any other Australian wine producing state but ranks third in overall wine production due to the lack of a mass bulk wine producing… …   Wikipedia

  • Mikulovská wine — Landscape around the city of Mikulov in the Mikulovská wine region. Mikulovská is one of four Czech wine regions within southern Moravia, Czech Republic. The Mikulovská wine region, containing 30 wine villages, is famed for producing white wines… …   Wikipedia

  • Yellowtail — Yellowtail, Yellow tail, or Yellow tailed may refer to:*Yellowtail (fish) *Yellow Tail (wine), an Australian wine *Yellow tail, a European moth *Yellow tailed Black Cockatoo, large cockatoo native to the south east of Australia *Yellow tailed… …   Wikipedia

  • Old Fart — is a brand of French wine produced in the Languedoc region. The wine label is unusual for a French wine in that it prominently presents the brand name and the variety of grape from which the wine is produced. Although the geographic region is… …   Wikipedia

  • Aconitum — This article is about the herb sometimes known as wolfsbane. For other uses, see Wolfsbane (disambiguation). Monkshood Aconitum variegatum Scientific classification …   Wikipedia

  • critter label — n. A wine label that includes a depiction of an animal. critter labeled adj. Example Citations: Of course, real wine connoisseurs have walked the earth for many years as have nonconnoisseurs who find such people to be annoying snobs and who find… …   New words

  • Outback Steakhouse — Type Wholly owned subsidiary Industry Restaurants Genre Casual dining …   Wikipedia

Share the article and excerpts

Direct link
… Do a right-click on the link above
and select “Copy Link”