The following year, they sold 2.2 million. Yellow Tail’s meticulously designed flavor and branding worked incredibly well! In 2001, when Yellow Tail debuted, they sold 200,000 cases. In addition to the flavor of the wines, the packaging was designed to stand out on the shelves, and the entire brand was focused on the Australian stereotype of laid-back, carefree attitudes. Yellow Tail wine engineers designed the wines to appeal specifically to American consumer’s tastes and desires. The labels aren’t overly complex, and the wines themselves are easy to drink and discuss.
In order to succeed in the U.S., Deutsch Family and Yellow Tail knew their wines needed to be simple and easy to understand.
They discovered the Australian brand Yellow Tail, and the rest was history. The company was looking to break into the affordable wine market and needed to find a brand that made delicious, high-quality wines for lower prices. Deutsch Family is the same company that made Beaujolais brand Georges Duboeuf a huge hit in the U.S. These came about from a partnership between John Casella and Deutsch Family Wine and Spirits, a company that has annual revenues of over $600 million. Yellow Tail’s accessibility, flavor profiles, and market dominance were all by design. Plus, the bottle’s bright colors and bold marketing stood out among a sea of bland brands. For many, Yellow Tail was probably the first wine that they consumed after their 21st birthday. Yellow Tail quickly became synonymous with affordability and quality. The fact that Yellow Tail has only been around since the early 2000s is probably surprising to people who came of age drinking during this time. Yellow Tail wines were basically the entire reason for this growth. Only ten years later, Australian wine captured nearly 20% of this market. In 1992, imports of wine from Australia to the United States accounted for only 3% of the market, with Italy and France making up 30% and 50%, respectively. Yellow Tail’s new ownership came at an important time in the history of Australian wines. He wanted to demonstrate that wine could be fun, easy to choose, easy to drink, and easy to understand. At this time, John Casella had taken over the business from his parents, and he had a vision to create wines that everyone could enjoy around the world. The Casella family winery was a relatively small company from its founding until 2001. They began making wine with a mission to bring family and friends together for any occasion. It all began with Italian immigrants Filippo and Maria Casella, who migrated from Sicily to Australia in 1957. Yellow Tail is a family-owned winery located in the small town of Yenda, Australia. Come learn about this incredible brand and all the lovely wines they offer. However, this wine isn’t actually from the United States at all! Yellow Tail is an Australian brand that makes high-quality wines for affordable prices. Order your wine today and enjoy the best prices online in the Philippines with nationwide shipping options.Yellow Tail is one of the most popular brands of wine in the United States right now. From the zingy and refreshing Moscato to the fresh and crip Sauvignon Blanc to the vibrant and rich Shiraz - there really is something for everyone. Shop the range of Yellow Tail wines above and find your perfect style. By never compromising on quality or taste, this is a wine that brings people together. Today, it’s enjoyed around the globe for its variety and accessibility amongst wine lovers and those just starting their wine journey. That’s how Yellow Tail began: combining Italian passion for wine with a modern Australian attitude.
Flash forward to 2001, John Casella continued the family tradition in developing wines that could be fun, easy to choose, easy to drink, and easy to understand. They wanted to create a wine that would bring family and friends together no matter the occasion, opening their first winery in 1969. It all started in 1957 when Filippo and Maria Casella migrated from Sicily to Australia. Yellow Tail is all about creating great tasting, quality wines for everyone to enjoy.
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