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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

ViVAS Wine - Category Development Manager

ViVAS
Harlow and Stowmarket or Salisbury, UK

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Sales Executive

Woolf Sung Ltd
London

Trade Marketing Manager - Maverick Drinks

Maverick Drinks
London / Kent

Business Development Executive Central London

William Grant & Sons UK
London

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017

TFWA World Exhibition & Conference

Cannes,France
1st Oct 2017

Franciacorta London Festival

London,United Kingdom
2nd Oct 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more