The Australian wine brand, Yellow Tail is normally grouped into the “cheap” or “affordable” category – however, by simply altering the stylistic quality of their packaging has been simultaneously elevated and humbled. Amazingly, the brand has become one of the world’s most profitable brands in the industry. So, how did they go about that?  The Yellow Tail logotype and mark pays homage to Australia, the brand’s country of origin, by using a kangaroo to represent the wines cultural background. The cultural aspect of the brand is trumped by the reputation that Yellow Tail obtains. Yellow Tail is known for being inexpensive, simple, and unpretentious. With clever branding and a solid price point, Yellow Tail has positioned themselves as an inexpensive wine that you won’t be embarrassed to bring to a get-together.

Aesthetic:  The Yellow Tail logotype and mark pays homage to Australia, the brand’s country of origin, by using a kangaroo to represent the wines cultural background. The cultural aspect of the brand is trumped by the reputation that Yellow Tail obtains.

Price: Yellow Tail is known for being inexpensive, simple, and unpretentious. With sleek design and a solid price point (usually around $10 a bottle), Yellow Tail has positioned themselves as an inexpensive wine that you won’t be embarrassed to bring to a get-together.

Strong positioning: Yellow Tail’s first objective was not to compete with premium wines. The quality is not the same they know that. What Yellow Tail did instead, was to create a wine that people would purchase because it tastes good, without thinking about the complicated rules of purchasing wine. It’s easy to drink, easy to select, fun and adventurous.

Thanks to this clever and coherent marketing mix, in just a year, the company sold 1 million bottles in the US, which far exceeded the predicted 25,000 sales. This is a clever example of innovative strategies that take consumers needs into consideration. Yellow Tail managed to become a leader in the wine market by creating new business opportunities; it didn’t steal the market, it created a new one. The success of the brand is explained by a good use of marketing tools and product innovation, but also by other factors; it remained a family affair, the company created an alliance with a US local wine distributor and insisted on high-standard irrigation solutions in their vineyards. For more, read on here.

About the author

Elle Toms

Spread the news!