Yellow tail wine
In the US wine industry, Casella Wines created Yellow Tail, a new wine that broke away from competition and created a new market. They did not simply offer wine as an expensive drink but rather as a ‘social drink’ available to all kinds of drinkers and consumers: cocktail, beer and other drinkers of non-wine beverages. In just two years, Yellow Tail became the quickest growing brand in the histories of Australian and U.S. wine industries and is the most imported wine in the U.S.
Yellow Tail surpassed its big competitors without campaigning, big broadcasting or major advertising. Other large wine businesses, on the other hand, took years of investment and advertising to create well-established brands. It not only took customers away from competitors but also expanded the market with more than 6 million new customers that consisted of non-wine drinkers (beer and cocktail drinkers). Furthermore, new wine consumers began to drink on a more regular basis and ‘luxurious’ wine consumers started drinking Yellow Tail.
Casella Wines developed new features in the U.S. wine industry by looking at the substitutes of beer and cocktails and looking at non-customer’s point of view. It created a wine that was easily selectable by anyone, along with being fun and adventurous. The wine company figured out that the majority of Americans turned down wine due to the fact that they couldn’t appreciate its alternative taste. For instance, beer and cocktails were sweetened and easier to drink. As a result, Yellow Tail emerged as a completely new category that combined some wine characteristics with a simple structure. It was instantaneously attractive to alcohol drinkers as a whole. It tasted soft and had strong flavors, with hints of fruitiness, allowing consumers to enjoy more than one glass of wine. This resulted in a simple wine that could be appreciated by anyone.
Along with its sweet fruity flavor, Yellow Tail differed from other wines by getting rid of many features that were
Yellow Tail surpassed its big competitors without campaigning, big broadcasting or major advertising. Other large wine businesses, on the other hand, took years of investment and advertising to create well-established brands. It not only took customers away from competitors but also expanded the market with more than 6 million new customers that consisted of non-wine drinkers (beer and cocktail drinkers). Furthermore, new wine consumers began to drink on a more regular basis and ‘luxurious’ wine consumers started drinking Yellow Tail.
Casella Wines developed new features in the U.S. wine industry by looking at the substitutes of beer and cocktails and looking at non-customer’s point of view. It created a wine that was easily selectable by anyone, along with being fun and adventurous. The wine company figured out that the majority of Americans turned down wine due to the fact that they couldn’t appreciate its alternative taste. For instance, beer and cocktails were sweetened and easier to drink. As a result, Yellow Tail emerged as a completely new category that combined some wine characteristics with a simple structure. It was instantaneously attractive to alcohol drinkers as a whole. It tasted soft and had strong flavors, with hints of fruitiness, allowing consumers to enjoy more than one glass of wine. This resulted in a simple wine that could be appreciated by anyone.
Along with its sweet fruity flavor, Yellow Tail differed from other wines by getting rid of many features that were