Yellow Tail maker to push US$100 wine

16th October, 2013 by Lucy Shaw

Casella Wines, makers of Yellow Tail, is due to give its US$100 wine brand a big push in order to attract new markets amid narrowing profit margins.

Casella’s managing director, John Casella, is looking to push his US$100, 1919 brand

Its 1919 range, which costs 13 times the amount of an average bottle of Yellow Tail, includes a Shiraz and a Cabernet Sauvignon made from grapes grown in the Barossa Valley, Wrattonbully and Coonawarra regions.

The range is named after the date the first Casella family vineyard was planted in Sicily by Giuseppe Casella on his return from World War I.

Australian winemakers are seeking new ways to increase earnings after being affected by a global glut of wine grapes and the strength of the Australian dollar against the US dollar.

Earlier this week, db reported that fine wine producer Tahbilk has been unwillingly forced to enter into the discounting game at Australian supermarkets.

Wines in the Casella stable, including 1919 (centre)

“We have to discount in order to remain competitive against the other brands, but it’s not a race to the bottom. The bigger wine companies can do that but it’s not where our future is,”  Tahbilk’s export sales manager Matt Herde told db.

At the other end of the market, Casella is due to launch a range of wine spritzers under the Bondi Road brand, which will be bottled at a brewery built with a loan from Coca-Cola Amatil Ltd.

The company will make use of lesser quality vintages that would otherwise be mixed into lower-value wine blends.

“They help us reach the consumer who might be drinking ready-to-drink bottled cocktails,” Casella’s managing director, John Casella told Bloomberg.

“They might jump to this and then jump to wine products,” he added.

Casella will also sell bottled Yellow Tail Sangria targeted at the US hispanic market.

Australia’s wine exports fell 39% to a 12-year low this year, according to Wine Australia. Casella however, has performed well in the US this year, with year-on-year sales volumes up 5% after a 0.2% decline last year.

The company put the recovery in part down to the picking up of the global economy.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Sales Support Assistant

H2Vin Ltd
London, UK

Sales Administrator

Les Caves de Pyrène
Guildford, Surrey

Sales Order Processor

Amathus Drinks
Park Royal, London NW10, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

Events & PR Co-ordinator

Alliance Wine
London, UK

Partner Development Manager - That Boutique-y Gin Company

That Boutique-y Gin Company
Field Based, UK

Head of Merchant Sales

Grapevine the Wineservice Company
Cumbria, UK

Director of Sales

Matthew Clark
Field based - Hampshire, Dorset, Surrey, Berkshire or West Sussex, UK

Business Development Manager – Central London

Marussia Beverages UK Ltd
Field based – London, UK

Account Manager – Premium Restaurants, London

Kingfisher Beer Europe Ltd
London (Central), UK

Field Sales Representative - Beer Innovation

Elastic
Various locations, UK

Events Executive

The Drinks Business
London, UK

Area Sales Executive

Gordon & Macphail
Southern England (excluding London) and Inner London, UK

Buyer – Wine & Spirits

Sipp
London, UK

The Global Malbec Masters 2017

Deadline : 1st August 2017

The Global Beer Masters 2017

Deadline : 1st August 2017

Global Chardonnay Masters 2017

Deadline : 1st August 2017

The Global Riesling Masters 2017

Deadline : 1st August 2017

Click to view more

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Click to view more