![]() ![]() By combining a passion and understanding of the Italian heritage with a relaxed and modern Australian attitude, Casella continues to create wines that have wide appeal and will be enjoyed for generations to come. Today John Casella continues to run the family business using the same principle of creating great tasting wines for all to enjoy. It is about making consistently great wines that over deliver on taste and quality wines that are accessible and appealing to people all over the world. ![]() ![]() Our talented wine making team put a lot of passion and expertise into creating. If you would like to find out more, please read this. This design was purchased by Casella Family Brands to launch yellow tail a new and unique range of Australian wines. Director and owner, Barbara Harkness, created the design to be distinctly Australian. By doing so, he wanted to demonstrate that wine could be fun, easy to choose, easy to drink and easy to understand. The ‘Roo design was created by an agency in South Australia called Just Add Wine. It was this approach that inspired John Casella’s vision for in 2001 to create an approachable wine that everyone could enjoy. They began making wine with the family’s winemaking philosophy at its heart to bring family and friends together at any occasion. In 1957 founders Filippo and Maria Casella migrated from Sicily and arrived on Australian shores. A wine for any occasion, yellow tail is easy to choose, drink and enjoy. We like our wines to be vibrant, flavorsome and approachable, making everyday moments even more enjoyable. Great quality wine can be affordable and good fun too. Historically, the wine industry promoted wine as a refined product with tradition. The story of Yellow Tail wine, launched in 2001, is a case study relevant to how I’m helping Rhys here’s a summary of their approach to strategy development. This is where wine is made by the sixth generation of the Casella family. This yellow tail wine bottle is 750 ml and has a 13 ABV. It’s a methodology which I’ve used many times with startups to make blue oceans attainable. That’s what Blue Ocean Strategy is all about.Our family-owned winery is in the small country town of Yenda, Australia. It didn’t steal the market it created a new one. The brand was also recognised as the third biggest wine brand by volume by the Drinks Business. Yellow Tail also managed to become a leader in the wine market by creating new business opportunities. 2019 yellow tail advertises in the US Super Bowl for the third year running with the new ‘Tastes Like Happy’ campaign. Yellow Tail has learned how to position itself in an unexploited market segment by creating value and differentiating itself from well-established competitors. The brand went on to be named Australia’s most powerful family-owned wine brand in the 2012 Power 100 report by one of the British consultancy firm. This yellow tail wine bottle is 1.5 L and has a 11.5 ABV. Yellow Tail became the fastest growing wine brand in the US, and in 2003 it became the number one red wine in a 750ml bottle sold in the US. Yello Tail: Reaping the benefits of Blue OceanĪs a result of this clever and coherent marketing mix, the company sold 1 million bottles in the US in just a year, which far exceeded the predicted 25,000 sales. Although it remained a little bit more expensive than budget wines, this was justified because the brands offer a new type of value. ![]()
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