![]() The consensus is that Australia needs to reintroduce itself to consumers-to acquaint them with the quality of Australian terroir and with the country’s enormous viticultural diversity. Paul Henry of the Australian Wine and Brandy Corp., a government-sponsored marketing organization, recently told Reuters that the days in which Australia led the world in its “ability to produce large volumes of compellingly branded easy-drinking wine” were over. Among industry insiders, it is widely agreed that Australia no longer has a competitive advantage in this segment of the market and that the emphasis on value wines has been a colossal blunder. Sales of inexpensive Australian wines ($12 and under) are still fairly robust, but Australia’s dominance in the bargain bins is being challenged now by low-cost producers in countries like Argentina (whose exports to the United States jumped 31 percent last year), Chile, and South Africa. As a result, consumers came to equate Australia with wines that were flavorful but also cheap and frivolous, a perception that became a major liability when those same consumers got interested in more serious stuff rather than looking to Oz, they turned to Spain, Italy, and France. At the same time, Yellow Tail’s success prompted rival Australian brands to focus even more of their efforts on the budget category. For one thing, Yellow Tail spawned a legion of imitators, and retail shelves were soon crawling with “critter” labels featuring penguins, crocodiles, and other regional fauna. However, what was good for Yellow Tail wasn’t so great for the Australian wines as a whole. (Sales have nearly doubled since, and according to industry analyst Eileen Fredrikson, Yellow Tail today accounts for almost half the Australian wine purchased here.) The appealing packaging, combined with the decent quality of the wines and the low price ($7), proved to be a masterstroke: In just three years, Yellow Tail became the most popular imported wine in the United States, with sales of around 4 million cases annually. In 2001, Filippo Casella and his son John launched a line of wines called Yellow Tail, whose colorful label featured that iconic Australian, the wallaby. Much of the credit, or blame, for this can be pinned not on a conglomerate but on a family of Sicilian immigrants in New South Wales. In recent years, however, it has flooded the planet with discount juice. Thanks to industrial giants like Jacob’s Creek and Rosemount, Australia has long been a prime source of mass-market chardonnays and shirazes. Various local shops around Birmingham, England were found to be selling fraudulent Yellow Tail in 2021, following complaints by a presumably discerning buyer.The biggest problem is that Australia has made itself synonymous in the minds of many drinkers with cut-rate, generic wines. In 2005, Yellow Tail sold more wine in the U.S. Yellow Tail has enjoyed similar success in the United Kingdom which, in 2000, began importing more wine from Australia than from France for the first time in history. In 2001, it sold 200,000 cases, a number that jumped to 2.2 million the next year. Deutsch & Sons, a family-owned marketing and distribution firm, in order to distribute Yellow Tail wines in the United States. In addition to sparkling wines, Yellow Tail makes varietal wine from the following grape varieties: Moscato, Riesling, Semillon, Sauvignon blanc, Pinot gris, Chardonnay, Pinot noir, Merlot, Grenache, Shiraz and Cabernet Sauvignon in addition to some blended wine and Rosé.Įach wine has different colours for example Merlot is Orange, Shiraz is yellow, etc. All Yellow Tail wines have their own specific label colour. The rest are from other vineyards in South Eastern Australia. The vineyard produces approximately three percent of all wine and is around 540 acres (220 ha), located in the Riverina, Griffith, New South Wales, Australia.Īpproximately a third of the grapes that are harvested by Yellow Tail are from their vineyard in Riverina, Australia. The namesake of the brand, Yellow Tail, is the yellow-footed rock wallaby ( Petrogale xanthopus), a relative of kangaroos. It became the number one imported wine to the United States in 2011. Yellow Tail was developed in 2000 and was originally marketed to export countries. ![]() Yellow Tail was developed for the Casella family winery to enter into the bottled wine market-having previously supplied bulk wine to other wineries. In 1957, the Casella family, headed by Filippo Casella and his wife Maria, emigrated from Sicily to Australia for a better life. Yellow Tail, as well as Casella Family Brands as a whole, are both based in Yenda, New South Wales. Yellow Tail (stylised ) is an Australian brand of wine produced by Casella Family Brands.
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