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Case Title:

Yellow Tail: The Aussie Champion in the US Wine Market

Publication Year : 2005

Authors: Chandrasekhar

Industry: Beverages

Region:Australia US

Case Code: MES0051C

Teaching Note: Available

Structured Assignment: Not Available

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Abstract:
Yellow Tail, an Australian wine brand became a top seller in a short span of five years in the competitive US wine market. With an innovative label and competitive pricing, Yellow Tail created a niche of its own in the market. The case provides a background note on the US and the Australian wine markets and the strategy that Yellow Tail adopted to reach its present status in the wine market.

Pedagogical Objectives:

  • To understand the strategy of success of a new brand in an established market
  • To understand the Niche marketing.

Keywords : Yellow Tail; US; Australia; Wine; John Casella; John Soutter; Carramar Estate; New South Wales; Market Entry Strategies Case Study; Chardonnay; Merlot; Cabernet Sauvignon; W.J.Deutsch&Sons; Distribution

Contents : 
The USWine Market
Wine Industry in Australia
Casella wines – a brief profile and their path to success
The Launch in the US Market
Sales of Yellow Tail in the US
National Associations for wines in Australia
Australia Wine Exports by Quantity
Australia's top wine exporters by volume and value

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