Top 10 wine brands
15th November, 2011 by Alan Lodge3. YELLOW TAIL
Brand owner: Casella Wines
Head office: Wakley Road, Yenda, NSW, 2681, Australia
Tel: +61 2 6961 3000
Website: yellowtailwine.com
Marketing: Libby Nutt
PR (UK): R&R Teamwork +44 (0) 20 7384 1333
Product range: Yellow Tail; The Reserve; Limited Release
Volume 2010: 11,230,000 9l cases
Volume 2009: 11,230,000 9l cases
Change 09-10: 2.5%
2010 ranking: 3
Yellow Tail, the flagship wine of the Casella Wines company, has over the years become Australia’s biggest single wine exporter, shipping wine to over 50 countries across the globe.
YellowTail was developed around the year 2000, originally marketed to export countries and became the number one imported wine to the US by 2003.
In that time the family-owned winery expanded to 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. The brand has recently launched a a risk-free-purchase promotion called “love the taste or your money back” in the UK off-trade.
The aim is to provide an incentive for consumers who may not have tried the brand before and is also intended to help drive the rate of sale for retailers.
Why are you comparing an entire Gallo porfolio to one brand from Treasury, Diageo, Trinchero, etc?
Seems like apples to oranges.
Why someone would spend time on these commercial products is beyond me. Ww
This article goes off the rails toward the end. As Bob stated why in the world are you comparing the entire holdings of one company to a single product line from another? The data presented seems irrelevent and misleading. Sorry I wasted my time scrolling though.
The treatment of Gallo is perhaps fair, as all the wines have the brand “Gallo” front and center. Of course, the total of Gallo Winery is 3 times bigger. Including “Woodbridge” in the Mondavi total is perhaps a stretch. None of that really matters because the real #1 brand, Franzia, with 23.75m cases is not listed. Also, Peter Vella with 6.3m cases is worth mentioning as the real #9 or #10. I wonder where the #1 brand in Argentina would fall?
Dave and Bob, “MediumRare” is indeed correct to state that Gallo is a brand, rather than a company. This provided the basis of the figures. Franzia was not considered to be a truly “global” brand – which is what this report details – due to the fact it is consumed almost exclusively in the US, and by students in particular. Hope this helps to explain our research.
This Matthew Bird has a lot on his plate, doesn’t he?