Yellow Tail is a brand

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...

 of wine

Wine

Wine is an alcoholic beverage, made of fermented fruit juice, usually from grapes. The natural chemical balance of grapes lets them ferment without the addition of sugars, acids, enzymes, or other nutrients. Grape wine is produced by fermenting crushed grapes using various types of yeast. Yeast...

 produced by Casella Wines Pty Ltd. Casella wines is based in Yenda, Australia

Australia

Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...

, which has a population of approximately 1000 people. The Casella family has produced wines since the 1820s in Italy

Italy

Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...

. 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.

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

Kangaroo

A kangaroo is a marsupial from the family Macropodidae . In common use the term is used to describe the largest species from this family, especially those of the genus Macropus, Red Kangaroo, Antilopine Kangaroo, Eastern Grey Kangaroo and Western Grey Kangaroo. Kangaroos are endemic to the country...

s.

Vineyard

The vineyard comprises approximately 3 percent of all wine produced and is around 540 acres (218.5 ha), located in the Riverina

Riverina

The Riverina is an agricultural region of south-western New South Wales , Australia. The Riverina is distinguished from other Australian regions by the combination of flat plains, warm to hot climate and an ample supply of water for irrigation. This combination has allowed the Riverina to develop...

, Griffith

Griffith, New South Wales

Griffith is a city in south-western New South Wales, Australia. It is also the seat of the City of Griffith local government area. Like the Australian capital, Canberra and the nearby town of Leeton, Griffith was designed by Walter Burley Griffin. Griffith was named after Sir Arthur Griffith the...

, 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. In addition to sparkling wine

Sparkling wine

Sparkling wine is a wine with significant levels of carbon dioxide in it making it fizzy. The carbon dioxide may result from natural fermentation, either in a bottle, as with the méthode champenoise, in a large tank designed to withstand the pressures involved , or as a result of carbon dioxide...

s, Yellow Tail makes varietal

Varietal

"Varietal" describes wines made primarily from a single named grape variety, and which typically displays the name of that variety on the wine label. Examples of grape varieties commonly used in varietal wines are Cabernet Sauvignon, Chardonnay and Merlot...

 wine from the following grape varieties: Moscato

Muscat (grape and wine)

The Muscat variety of grapes of the species Vitis vinifera is widely grown for wine, raisins and table grapes. Their color ranges from white to near black. Muscat almost always has a pronounced sweet floral aroma. Muscat grapes are grown around the world...

, Riesling

Riesling

Riesling is a white grape variety which originated in the Rhine region of Germany. Riesling is an aromatic grape variety displaying flowery, almost perfumed, aromas as well as high acidity. It is used to make dry, semi-sweet, sweet and sparkling white wines. Riesling wines are usually varietally...

, Semillon

Sémillon

Sémillon is a golden-skinned grape used to make dry and sweet white wines, most notably in France and Australia.-History:The origin of the Sémillon grape is hard to determine. It is known that it first arrived in Australia in the early 19th century and by the 1820s the grape covered over 90 percent...

, Sauvignon Blanc

Sauvignon blanc

Sauvignon Blanc is a green-skinned grape variety which originates from the Bordeaux region of France. The grape most likely gets its name from the French word sauvage and blanc due to its early origins as an indigenous grape in South West France., a possible descendant of savagnin...

, Pinot Grigio

Pinot gris

Pinot gris is a white wine grape variety of the species Vitis vinifera. Thought to be a mutant clone of the Pinot noir grape, it normally has a grayish-blue fruit, accounting for its name but the grape can have a brownish pink to black and even white appearance...

, Chardonnay

Chardonnay

Chardonnay is a green-skinned grape variety used to make white wine. It is originated from the Burgundy wine region of eastern France but is now grown wherever wine is produced, from England to New Zealand...

, Pinot Noir

Pinot Noir

Pinot noir is a black wine grape variety of the species Vitis vinifera. The name may also refer to wines created predominantly from Pinot noir grapes...

, Merlot

Merlot

Merlot is a darkly blue-coloured wine grape, that is used as both a blending grape and for varietal wines. The name Merlot is thought to derive from the Old French word for young blackbird, merlot, a diminutive of merle, the blackbird , probably from the color of the grape. Merlot-based wines...

, Grenache

Grenache

Grenache is one of the most widely planted red wine grape varieties in the world. It ripens late, so it needs hot, dry conditions such as those found in Spain, the south of France, and California's San Joaquin Valley. It is generally spicy, berry-flavored and soft on the palate with a relatively...

, Shiraz and Cabernet Sauvignon

Cabernet Sauvignon

Cabernet Sauvignon is one of the world's most widely recognized red wine grape varieties. It is grown in nearly every major wine producing country among a diverse spectrum of climates from Canada's Okanagan Valley to Lebanon's Beqaa Valley...

 in addition to some blended wine and Rosé

Rosé

A rosé is a type of wine that has some of the color typical of a red wine, but only enough to turn it pink. The pink color can range from a pale orange to a vivid near-purple, depending on the grapes and wine making techniques.- Production techniques :There are three major ways to produce rosé...

.

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

United States

The United States of America is a federal constitutional republic comprising fifty states and a federal district...

. In 2001, it sold 112,000 cases, a number that jumped to 7.5 million in 2005, helped by distribution through Costco

Costco

Costco Wholesale Corporation is the largest membership warehouse club chain in the United States. it is the third largest retailer in the United States, where it originated, and the ninth largest in the world...

.

Yellow Tail has enjoyed similar success in the UK

United Kingdom

The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

 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 label

Wine label

Wine labels are important sources of information for consumers since they tell the type and origin of the wine. The label is often the only resource a buyer has for evaluating the wine before purchasing it...

s characteristic of some Old World wine bottles.