Yellow Tail Wine

Yellow Tail is the new face of Australian wine industry. This brand is 4th on the list outranking several well-established brands and it is taking the world by storm, or at least the U S, which is closing in fast on Britain as the largest market for Australian wines .In the $ 20 billion US market’s (2001) the dominant supplier is Kendall-Jackson with $600 million. Of the $ two billion import segment, the annual Australian share is $ 585 million.

Yellow Tail is the brainchild of an immigrant family from Sicily, and the genius of John Soutter an Australian marketer and brand manager Filippo and Maria Casella arrived in Australia from Sicily in 1957. Filippo had spent seven years as a prisoner of war in India, worked as a cane cutter in Queensland and picked grapes in Griffityh, Australia. By 1965, the Casellas paid a deposit for a farm in Griffith and built their home which still exists. Now it is surrounded by huge fermentation tanks and sheds to accommodate the huge production of millions of cases of wine.
Production stated in 1969 and grew every year but the big break came in 2001 when the family, with the help of John Soutter, introduced the Yellow Tail brand in the USA.