![]() Who wants to pay $6 a bottle for something that is bitter and sour. It’s very tannic and acid and people aren’t used to those qualities except in tea. Even the Casellas don’t like it (is this possible?). People don’t really like wine, the article suggests. The Wine Business International article cited above provides the details. So how is Yellow Tale a Blue Ocean product? According to one article it is because Yellow Tail isn’t wine as we know it - it’s a whole new thing. You’ve got a much better chance of profit if you can stake out the market for a new product before the competition gets there. A Blue Ocean, on the other hand, is uncontested open water. You’ve got to compete with well-adapted predators who will cut you up badly if you aren’t really strong (Red Ocean = bloody ocean - get it?). Why are they red? I don’t really know but based upon what I saw last summer on the Discovery Channel’s “Shark Week” I’m willing to guess that existing markets are a tough environment to enter. Red Oceans are markets for existing products. Blue Oceans are markets for new products. Here is the Yellow Tail story told in terms of Blue Ocean versus Red Ocean. Why was Yellow Tail so successful? One theory is that it is family and trust that are the key elements and that the cooperation and commitment that Casella and Deutsch have demonstrated would not have been possible if either of them had been a public corporation, beholden to shareholders and driven to meet quarterly profit targets Family is the key to Yellow Tail.Ī second group of business analysts have also appropriated Yellow Tail and made it the basis of a wholly different narrative, this one told using some unfamiliar jargon (unfamiliar to me, at least). sales soared, from about 60,000 cases in 2001 to more than 8 million cases today. A partnership was established, with each family firm owning half of the Yellow Tale brand. brand - and they were willing to take a chance on an unknown Australian wine with a clever label. wine distributor - they helped make the French Georges DuBoeuf wines a major U.S. The key event in this version of the story is the alliance that was struck between Casella Wines Ltd, an Australian family business, and an American one, the William J. Keen to make their own wines and export them, Casella invested in production facilities in the late 1990s and started looking for ways to crash the emerging U.S. This Yellow Tail Tale begins with the Casella family, winemaking immigrants who came from Italy in the 1950s and eventually planted their own Australian vineyards in 1965, selling grapes under contract to larger producers. One version of the Yellow Tail story, for example, focuses on family and the importance of family businesses in the wine business. Stories of success and failure are frequently spun into meaningful narratives to try to make particular points. The interesting thing about the Yellow Tail success story is that it can be told in several different ways. ![]() Magazine? Bottle of wine? It’s easy to tell which one the Yellow Tail customer will purchase! So I’ve been trying to find out more about Yellow Tail and here is my report. They don’t waste much ink on wine that costs about as much per bottle as the magazine itself does per issue. Yellow Tale is a phenomenon, but not one you will read about in the supermarket wine magazines. The Yellow Tail’s distinctive yellow-footed rock wallaby “critter” is everywhere. Yellow Tail is expanding in every imaginable way: more varietals (an Australian Pinot Grigio), a Reserve line of wines sourced from cooler-climate vineyards and now sparkling wines, too. Two Buck Chuck), the Trader Joe’s wine, which people say can vary considerably from case to case. That differentiates it from Charles Shaw wine (a.k.a. It is a sophisticated factory, with blending facilities that assure that each bottle tastes just like the one before. Total production is about 11 million cases, of which about 8.5 million are exported to the United States. The bottling line next door is the fastest and loudest in the world, filling 30,000 bottles per hour (two more lines are planned to increase capacity). The warehouse structure in the upper right corner can store 900,000 cases of wine at a time, according to Wine Business International. If it doesn’t look like a quaint little craft winery it is because the volumes are so large. This is an aerial photo of the winery, which is located in a small village called Yenda in the Riverina region of South East Australia. This one wine brand represents about 8 percent of all Australian wine production and 15 percent of that country’s total wine exports. Yellow Tail accounted for 11 percent of all U.S. Yellow Tail is the best selling imported wine in the United States.
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