Yellow Tail Wine Strategic Management Essay

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Comprehensive Strategic Assessment Of “Yellow Tail Wine" Introduction of Yellow Tail Wine: Yellow Tail is Australian based wine company whose global sales have risen from zero to 11 million cases in past nine years. By value, Yellow Tail is the biggest selling wine in the United States. Shockingly, the idea of Yellow Tail wine was not created in a multinational company’s office or by some big shot businessman. It was actually created by a small family owned concern in New South Wales. Filipo Casella, the founder and owner of Yellow Tail Company started to produce and sell wine in 1969. His son John Casella founded Yellow Tail in 2001 in conjunction with US distributor Bill Deutsch, the man behind the North American success of Duboeuf. These two extraordinary men decided to create a brand of wine for rookie drinkers in United States. The initial project was to sell up to 20-25,000 cases of wine in the first year of operation. (The Global Wine Indutry, 2008) Yellow Tail is a brand of wine created and marketed by Casella Wines Pty Ltd. The name Yellow Tail comes from the Yellow footed rock wallaby, a relative of kangaroos. It is estimated that approximately a third of the grapes that are harvested by Yellow Tail are from vineyard in Riverina, Australia. The other supplies come from other vineyards in South Eatern Australia. All Yellow Tail wines have their own specific label color. Yellow Tail makes variety of wine from the grape varieties of Moscato, Riesling, Semillon, Sauvignon Blanc, Pinot Grigio, Chardonnay, Pinot Noir, Merlot, Grenache, Shiraz, Cabernet Sauvignon and of course the sparkling wines. (DiscoverYellowTail, 2012) By 2001, Yellow Tail wine sold 112,000 cases which increased to 7.5 million in 2005 which was helped by distribution through Costco. For the first time history, United Kingdom began importing wine from Australia rather than France

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