Standing out in the world of wine

[yellowtail®]

From the Casella familyGriffith NSW Australia

Started with chardonnay & shiraz –continue to expand range of varieties

Began delivering into the US, now world-wide

The breakthrough Australia has brought to the world’s wine consumers over the past couple of decades has been an offering of really good, high quality, affordable wines.

I really wanted Yellow Tail to be the everyday wine people will enjoy. Nothing tannic, nothing acidic, nothing harsh, good fruit contents, fresh and easy to drink. With this quality, I want a price that is affordable, but not too cheap.

John Casella, July 2008

People in more than 40 countries now appreciate the success of those goals

Some striking and original advertising

Smart technology – chip (+battery)  in magazine page x 

fireflies

Building / billboard scale(tail oscillates)

Model        +          outcome

At the end of the day [yellowtail] is a great wine --it shows a commitment to craft, an attention to detail, and a love for work in delivering it time and again to new and loyal consumers.

Nice pictures, but advertising only goes so far

Acknowledgments

• Images from Flickr, Slideshare and other resources so generously shared on the web

• the Visio Guy for some great tips

Dr Jim Fortunejfortune@bigpond.net.au0409 676 566ABN 385797533925 Union StBEULAH PARK SA 5067