![]() ![]() ![]() He realized that there was a large untapped group of potential wine lovers who were drinking beer or other beverages because they found the idea of wine too intimidating and did not like its taste. Casella built on his parents’ sociable approach to enjoying wine when he conceived Yellow Tail. In 1969 they built a small winery near their home in Yenda and began producing easy-drinking, food friendly wines. John Casella’s parents, Filippo and Maria, emigrated from Sicily to Australia in 1957 and settled in New South Wales. ![]() The past 20 years have included expansion, innovation, and strategic planning in order to remain competitive in a swiftly changing global market.Īrchival photo of Maria Casella and her three sons atop a truckload of grapes. While this innovative idea started a transformation of how wine is both enjoyed and marketed, Yellow Tail has not simply ramped up production and rested on its laurels. We saw then – and continue to see now – that wine can be inclusive and bring people together through everyday moments.” Wine had previously been marketed as exclusive, only for certain people, lifestyles, and occasions. Bill Deutsch, Chairman of Deutsch Family Wine & Spirits, said, “We set out to widen the appeal of wine to all consumers in the US, making it approachable, accessible and enjoyable for everyone. As Australian wine was gaining traction in the US market, the team at Deutsch Family recognized an opportunity to capture younger consumers who were being overlooked by the traditional wine world. The initial launch in the USA was made in partnership with Deutsch Family Wine & Spirits, who continue to handle domestic sales, partnership, and distribution. ![]()
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