![]() ![]() Today, ten years since Yellow Tail was introduced, the brand is available in more than 50 countries, with more than two-and-a-half million glasses enjoyed around the world each day. Yellow Tail also acted on the four actions framework to break away from its competition. wine industries, and the number-one imported wine into the United States, surpassing the wines of France and Italy. It didn't simply steal sales from competitors it grew its market by bringing in nonwine drinkers.Įn route, Casella Wines was able to reconstruct buyer-value elements to offer an entirely new experience, while simultaneously keeping cost structures low, making the existing rules of competition irrelevant.Ĭasella's success was evident: In the space of only two years, Yellow Tail emerged as the fastest-growing brand in the histories of both the Australian and the U.S. Whereas large wine companies had developed strong brands over decades of marketing investment, Yellow Tail leapfrogged its taller competitors by employing no promotional campaign, mass media or consumer advertising in its initial years. The simplicity of just two wines - a red and a white - helped streamline Casella Wines' business model it reduced stock-keeping units' maximized stock turnover and lowered investment in the company's warehouse inventory. It removed all technical jargon from the bottles and created instead a striking, simple and nontraditional label. In contrast, Yellow Tail produced only two wines at the start: Chardonnay and Shiraz. Related: This Device Lets Wine Lovers Try a Sample Without Popping the Cork Accordingly, Yellow Tail was marketed as a new combination of wine characteristics: an uncomplicated, fruity wine structure that was instantly appealing to the mass of alcohol drinkers.īy dramatically reducing the range of wine characteristics, Yellow Tail simplified a wine choice many consumers had traditionally seen as overwhelming and intimidating: Bottles looked the same, labels were complicated with enological terminology and the range of choices was so extensive that salesclerks had a hard time making recommendations. wine industry - easy drinking, ease of selection and fun and adventure it also eliminated or reduced the traditional factors of complexity and aging. Create: Which factors should be created that the industry has never offered?Īpplying the Four Actions Framework, Casella Wines created three new factors in the U.S.Raise: Which factors should be raised well above the industry's standard?.Reduce: Which factors should be reduced well below the industry's standard?.Eliminate: Which of the factors that the industry takes for granted should be eliminated?.Finding that many Americans, too, saw wine as a turnoff, the winery created a new value curve by applying what we call the four actions framework: It’s just the ticket when only one or two people ask for a Mimosa along with the repast.Casella Wines' success with Yellow Tail was not by luck. Just take what you need, seal, and place back in the fridge. No biggie, just mix it in with orange juice at about 50/50, or whatever suits your taste, and Yellow Tail Bubbles will make a great addition to any brunch. Because it doesn’t have the bright acidity of other sparklers (more on the creamy side), the acidity in the orange juice is just enough to make an excellent Yellow Tail Mimosa. After a few tastes it became irresistible to use it in a Mimosa. It has a predominant citrus character, mostly with hints of orange, but also with a little lemon-lime. How’s this sparkling wine tasting? Yellow Tail Bubbles is well behaved and easy-to-drink. When twisting it off to have a drink later on, it releases with a nice “pop”, just to prove that it’s working. By pressing a red button in the middle of the cap, it is possible to reset it, push it onto the top of the bottle, and then simply press it down to seal. ![]() In fact, their approach uses a stopper that is durable enough to save and even use on other bottles of bubbly for placing them back in the fridge ‘till later. But the real benefit is that Yellow Tail’s stopper easily goes right back in the bottle to tightly contain the sparkling wine, and the CO 2 gas that keeps the bubbles alive, for later use. But unlike others’ sometimes dangerous plastic stoppers, this one comes off quickly and easily with just a few twists. It just works.Įquipped with a very durable plastic cap, they have taken a standard Champagne-style bottle and “discarded” the traditional cork in favor of a self-sealing plastic cap. One of these is their re-sealable approach to sparkling wine using a replaceable stopper. While often regarded as entry-level wines, you have to hand it to Australia’s Yellow Tail brand to come up with clever packaging ideas. ![]()
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