Top 10 wine brands
8th November, 2012
by
db_staff
3.Yellow Tail
Volume 2011: 10,705,994 9l cases
Volume 2010: 10,991,634 9l cases
Change 10-11: -2.7%
Brand owner: Casella Wines
Head office: Wakley Road, Yenda, NSW 2681 Australia
Tel: +61 2 6961 3000
Website: yellowtail.com
Marketing manager: Libby Nutt
PR: R&R Communications +44 (0)20 7384 1333
Product range: Yellow Tail, The Reserve, Limited release
Yellow Tail celebrated its tenth birthday in 2011. “When we created Yellow Tail, we wanted to keep wine fun and simple. We didn’t want to intimidate wine lovers, rather to embrace them and enhance their social lives,”said John Casella, managing director of Casella Wines. His approach was unique, and he launched his Australian wine label in an overseas market before it hit domestic shelves.
John Casella joined with WJ Deutsch, a major wine importer in the USA with the hope of reaching a sales forecast of 25,000 cases in its first year.
Actual sales exceeded one million cases. In just ten years, Casella has become Australia’s largest wine exporter.
Over two million glasses of Yellow Tail are enjoyed around the world every day, which requires production of ten million cases of wine each year. Casella suggests that the key to securing Yellow Tail’s success.
