Known globally and, of course, across the country, [yellow tail] is marking two decades of success.

Parent company Casella Family Brands employs over 900 staff in locations across Australia and works with 155 distributor partners to bring [yellow tail] wines to consumers around the globe.

Managing director of Casella Family Brands, John Casella, created [yellow tail] in 2001.

His mission was to make a wine that people could enjoy on any occasion and that consistently over delivered on quality and value.

He set about creating a flavoursome wine and approachable Australian brand that would appeal to people wanting to avoid the complexity of wine.

Mr Casella's astute insight to turn the conventional wine category on its head was at the heart of the brand's early success. He identified and targeted a large untapped consumer base of potential wine drinkers who mostly consumed beer and/or did not consider drinking wine because they found the category too intimidating and the taste unapproachable.

Mr Casella felt these drinkers would be receptive to a particular style of wine and [yellow tail] delivered on an unmet need within the traditional wine category and provided a fruit-forward, accessible, easy-drinking alternative.

From the wine through to the packaging, everything about [yellow tail] demystified and simplified the wine choice and attracted a new category of wine drinkers, which presented a sizable market opportunity.

Acknowledging the milestone, Mr Casella reflected on how he has carefully crafted the brand to have an ethos of which he remains extremely proud. He says;

"Over two decades, [yellow tail] has grown to be one of the most famous wine success stories of our time," he said.

"We have achieved this without losing sight of who we are or what the [yellow tail] brand stands for, which is ultimately about bringing people together and creating moments of happiness."

The rate at which the brand has grown has been stratospheric and surpassed all expectations.

The first shipment was of 1104 cases in 2001 and, in 2021, [yellow tail] became a 13.5 million case brand.

Since inception, the total volume of wine produced means that almost 12.5 billion glasses of [yellow tail] wine have been enjoyed globally.

[yellow tail] has also been recognised as the most powerful wine brand in the world for four years in a row.

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"At its inception [yellow tail] stood out in an overly crowded and traditional wine category due to its unique personality and differentiated positioning," Mr Casella said.

"As the category has become increasingly cluttered and fragmented, with consumer tastes and trends constantly changing; we have had to work extremely hard to maintain our position and continue to grow [yellow tail] worldwide."

The wine is well known across the world in many markets.

"We are fortunate to have a unique, strong, and powerful global wine brand," Mr Casella said.

"I'm very excited for the next chapter - there is still so much opportunity for [yellow tail], and I know we have the passion, the people, and the ability to ensure [yellow tail] is the world's most-loved wine brand for years to come."

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