Yellow Tail
Yellow Tail is the leading imported wine in the US. Introduced in June of 2001 by Australian owned Casella Wines, Yellow Tail sold more than 8.5 million cases in 2008, which is more wine than the next three Australian brands combined. This success has attracted substantial competition. The issue for Casella is how to sustain Yellow Tail’s growth in the face of emerging competition on a limited ad budget.
Yellow Tail competes in the $11 billion dollar US wine industry, which is characterized by a high level of fragmentation and stiff competition. There are over 6,500 wine brands. E & J Gallo brands command an 18% share of the market and Constellation Wine brands have 13% share. No other brand has more than a 7%
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They are unlikely to respond to overt marketing efforts and hard-sell tactics.
Distribution
Yellow Tail’s success in US market is attributable in part to its partnership with W.J. Deustsch & Sons, which gave them immediate distribution in 44 states. Deustsch also imports Georges Duboeuf, which often sells at a similar price point to Yellow Tail and makes an annual splash with the release of its Beaujolais Nouveau. As demand for Yellow Tail has grown, management looked for ways to build its retail presence. Yellow Tail partnered with warehouse outlets such as Wal-Mart/Sam’s Club, Target and Costco. Yellow Tail also has a presence in Whole Foods organic supermarket and White Hen convenience stores. The goal in acquiring this distribution is to make Yellow Tail available everywhere and for all occasions – from a late night run to the convenience store to a fabulous, organic meal.
Product Packaging
Yellow Tail’s simple and elegant packaging made it easy to understand the varietal being purchased and supported the brand’s quality image. However, Australian competitors have begun to innovate. Banrock Station is exploring the Wine Box and The Little Penguin has begun distributing single serving wine six packs. Yellow Tail management wondered whether it made sense to offer a twist off top instead of the cork to enhance the convenience of a brand that was consumed everywhere. Yellow Tail was also considering the introduction of wine six packs
The population density was 5,686 people per square mile (2,195/km²). With a population growth rate of 0.7%.
Many argue that throughout Aenied, Virgil develops Aeneas to be a boring and unheroic character; always acting as he should with apparently no power to act in any other way. Occasionally sidetracked, Aeneas is prodded and redirected by the gods toward his destiny. Aeneas’ mother, Venus, constantly interjects to lead Aeneas toward his fate. It is she who leads him away from the fallen city of Troy “ I had twice-ten ships, and my goddess-mother showed me the way.”(I, 541-542) Mercury also sets Aeneas straight from his deviating course by telling him to leave his love Dido “What are you pondering or hoping for while squandering your ease in Libyan lands.” (IV, 362-363) Mercury criticizes Aeneas for ignoring the importance of
Kelly Kretz is the marketing manager of Vincor’s refreshment business in Canada. In October of 2005, she is faced with demands of various new product launches. Not only does she have to manage the leading cooler brand portfolio, but also work on Project Twist. The gist of this project entails launching a new alcoholic beverage to the refreshment market. Deciding on the product characteristics, positioning, branding, packaging and distribution strategy is what follows next.
One of the most important aspects of the IB curriculum is that students are introduced to
The first known people to regulate the growth of wine were the ancient Romans. The Romans found that wine grew best in higher elevations and off the ground; as well as in certain regions. The practice of regulating wine carried on to recent history and modern times with France and other European nations heavily regulating wine production. Additionally, new world wine nations – like the United States and Australia – have implemented laws regulating the production, distribution and sales of wine. In the United States, wine laws vary in federal, state and local realms. Wine laws in the United States regulate what appears on the label, how it is distributed, where and when it can be sold, and intellectual property.
Prior to this enrolling in WRTG 107, my writing skills were not awful, but they were definitely not college level. After competing this specific assignment, I’m undeniably better at drafting revising and editing as a whole. On top of this, I'm most certainly a more analytical writer, and I’m glad that this assignment is part of the First Year Writing program.
Wine which was considered a simple and a limited drink became an industry of its own generating millions in profit and having a huge consumer base with different tastes and aspirations. The changes as well as the differences in the age groups who are becoming the major markets for wine producers have created visible and different market trends that cannot be ignored. These trends also affect the global market, as well as economies of many Counties that rely on the wine industry for profit.
Mike Benziger, general partner and founder of Benziger Family Winery. Has grown up in the wine import business by helping his father in New York City. Mike’s dream was to grow his own grapes and to make wine. After graduating college Mike and his wife Mary moved to Europe for a few years and after locating to California, where Mike took a cellar position at Stony Ridge Winery. Upon living in California Mike and Mary stumbled upon an eighty five acre plot of land that was a perfect location for grape growing (Benziger Family Winery Case). In 1981 Mike convinced the owner of the land to sell and as well to a loan from his father to purchase the land. Through the years Mike’s slowly made their way to California to help with growing. The winery employed forty nine people full-time and twenty-nine people either seasonal or part-time. The Benziger Family Winery was a medium sized winery that was producing 180,000 cases of ultra-premium wine per year, with an annual revenue of about $15 million. Super-premiums wines accounted for 60% of case volume, ultra-premium accounted for 30% and the high-end premium wines accounted for 10%. The Benziger Winery was about to launch a new brand called “Tribute” made from grapes in their vineyards. Currently, Benziger exports 10% of their total case volume, and are targeting a long-term goal of 20% in the future (Benziger Family Winery Case).
RMC employs a standard three-tier distribution system where the company sells to wholesalers who in turn sell to retailers who sell to the public. The company finds its niche in the “premium” and “ultra premium” segments of the table wine market (Burns et al., 2001).
Red wine is becoming more and more popular in China nowadays, no matter in leisure, entertainment or business sectors. But the Chinese know only few well-known brands in Europe, the market is still in a developing process, in order to have a larger market, Chinese should lead more high-end brands into the market so that
When Chesney, my soon to be wife , and I were dating, we decided that after I went to college and became a doctor, we would become missionaries. Now that doesn't mean that we would have to live in another country for years at a time. We would simply go to foreign countries those specifically without Bibles, and serve there for two to three months at a time. More specifically, we would smuggle Bibles into that country.
Studies done in Australia during 2001 by the wine journal industry emerged with a very similar quality segment system which is divided in four categories as well; Commercial wines, Semi-premium wines, Premium wines and ultra-premium wines. Various winemakers have stated that there is only a hedonic difference between the last two categories (Blok, 2007). Retail distribution channels will therefore vary between wine categories as the winery management determines which channel to target. Depending on quality and quantity the winery could select to distribute for wholesalers, retailers, cellar doors, direct consumers or a combination of these (Heijbroek, 2003; SCSD, 2010).
The French wine market is at its stable stage now, not fast growing anymore, but still with large volume of consumption. We will start our marketing by key activities and relationships we can build with our customers, with all the sales effort and partnership with RFID suppliers, we assume that our market share will grow very fast from niche to 30% in the third year.
New Packaging Design or Style - Packaging is the front line of marketing, therefore it is vital to create a strong impression and presence of F&N to the consumers. As an older brand company and being the market leader, creative design or innovative iconic packaging will give the consumers a refresh image or special impression and this may attract more consumers. Besides this, F&N may also launch the glass bottle packaging style to its range which is more environmental
However, Yellow Tail has already beaten a clear path for many winemakers to follow. “[yellow tail] leap-froged all competitors with no promotional campaign, mass media, or consumer advertising. It didn’t simply steal sales from competitors; it grew the market” (Kim & Mauborgne, 2005, p.31).