"The Yellow Tail phenomenon took everyone in the wine business by surprise. In retrospect, however, it was probably inevitable. Interest in wine had been growing steadily in the United States for two decades, but the domestic industry had never had much success in meeting the need for a good, inexpensive wine to attract all these newcomers. 'There were good wines at $15 and up, but nothing between those wines and the jug wines at the bottom of the scale,' said Rich Cartiere, editor of The Wine Market Report. 'Yellow Tail, at $6, was and remains better than most American wines at $8.99 and $10.99.
'When I think of Australian wines, I think of a big, juicy, red apple,' he added, 'and that's what the American wine consumer looks for, too, even if he can't say why. Couple that with a label that's friendly — not a joke, like so many now — and excellent distribution, and you have an unbeatable package.'"
The Wallaby That Roared Across the Wine Industry - New York Times
The Wallaby That Roared Across the Wine Industry - New York Times:
Posted by Michael Malecki at 2:57 PM