Yellow Tail Wines

Yellow Tail (wine)

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For other uses, see Yellowtail.

 

The Yellow Tail logo seen on all advertisements

Yellow Tail (officially typeset [ yellow tail ]^[1]) is a brand of wine produced by Casella Wines Pty Ltd.

Casella wines is based in Yenda, Australia, which has a population of approximately 1000 people.

The Casella family has produced wines since the 1820s in Italy. However in 1951 the

 Casella family, headed by Filippo Casella and his wife Maria, moved to Australia for a better life.

 YellowTail is a new wine brand and was a chance for the family winery to enter into the bottled

wine market - having previously supplied bulk wine to other wineries. YellowTail was developed

around the year 2000, originally marketed to export countries and became the number one

imported wine to the USA by 2003. In that time the family-owned winery expanded 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. Yellow Tail's advertising campaign in the

United States ranges from large scale billboards to ads on their delivery trucks.^{[citation needed]}

The namesake of the brand, Yellow Tail, is the Yellow-footed Rock Wallaby (Petrogale xanthopus),

a relative of kangaroos.

Vineyard

Location of Griffith in New South Wales (red)

The vineyard comprises approximately 3 percent of all wine produced and is around 540 acres (2.2 km²),

located in the Riverina, Griffith, region of Australia.

Wines

Approximately a third of the grapes that are harvested by Yellow Tail are from their vineyard in

Riverina, Australia. The rest is from other vineyards in South Eastern Australia. All Yellow Tail wines

have their own specific label color.

International sales

In 2000, the Casellas joined with W.J. Deutsch & Sons, a family-owned marketing and

distribution firm, in order to distribute the Yellow Tail wines in the United States. In 2001,

it sold 112,000 cases, a number that jumped to 7.5 million in 2005, helped by distribution

through Costco.

Yellow Tail has enjoyed similar success in the UK which, in 2000, began importing more wine

from Australia than from France for the first time in history.

Both research and experience demonstrates that most consumers today, especially when

buying New World wines, want to buy wine by variety and brand name. Young consumers in

particular tend to avoid what they consider to be confusing and pretentious wine labels

characteristic of some Old World wine bottles (Franson).

Yellow Tail billboard in New Orleans, Louisiana (USA)

Yellow Tail Review by Wine Guy