![]() ![]() They did not tour wine country in California, nor did they visit different wineries and vineyards, nor did they go to wine and cheese parties or attend wine-tasting and judging events. They rented a car and drove across America. However, instead of giving up, they sought to learn from experience. The Casella brothers’ first attempt at entering the U.S. Hence, their Red Ocean became bloody.Ĭasella Wines in Australia, however, set out to redefine the problems of the U.S. They all accepted and reacted to the same problems defined by their industry. In other words, everyone was going for a bigger slice of the exact same pie. ![]() All were trying to outperform their rivals for a greater share of existing demand. Most wineries in the United States were trapped in a market where boundaries were defined and accepted and the competitive rules of the game were known. California), basic or sophisticated, all competed head-to-head with each other for market share. France, Italy, Chile, etc.) or domestic (i.e. Wines, whether budget or premium, imported (i.e. 28)Ĭonventional strategic logic-benchmarking competitors, choosing either differentiation or low cost, offering more for less, offering better solutions than your rivals to the existing problems defined by the industry-dominated the industry. Wine makers, show judges and knowledgeable drinkers concur that complexity-uniqueness of the soil, season, plus winemaker’s skill in tannins, oak and aging processes-equates quality." (Blue Ocean Strategy, p. "Over-delivering meant adding complexity to the wine based on taste profiles shared by wine makers and reinforced by the wine show judging system. Casella Wines in Australia, ’s vintner, defied industry standards, upended long-established methods and pursued an entirely different marketing channel. A marketing idea that quickly spread.Became a raging success in America by taking a completely unconventional pathway. Wines from yellow tail can be recognized particularly quickly by the kangaroo depicted on the label. Despite the sometimes long journey of the grapes, one quality feature is nevertheless always maintained: all grapes are processed within 12 hours of their harvest. The Superzone includes several states such as Queensland, New South Wales, Victoria and South Australia, as well as Australia's most important wine-growing regions. However, since even these local areas are not sufficient for the enormous demand, grapes from controlled cultivation from the so-called Superzone are also used. ![]() The grapes for the yellow-tail wines come from the winery's own vineyards, which are located right next to the winery. In addition to yellow tails, the successful Casella Family Brands wine company also includes its own Casella 1919 & Limited Release wine lines and the well-known Peter Lehmann winery. The foundation for a unique success story was laid. Thus, in 1969, the Australian family winery Casella Family Brands was born. After the first years of selling the grapes of his farm to local wineries, he decided to apply his now deepened knowledge of winemaking himself. ![]() In 1965 Filippo Casella bought a farm with vines in the small town of Yenda. In 1957, Filippo and Maria Casella, whose family had been gathering experience in viticulture since 1820, emigrated from Sicily to Australia. Started with yellow tail wines in 2000, the one billionth bottle of yellow tail wine was bottled as early as 2013. No less than 36,000 bottles of wine per hour are bottled here. It also built the fastest wine bottling line in the world to meet local demand. The wines of yellow tail have been so well received that the winery is now the size of 43 soccer fields. The yellow tail brand is an integral part of Casella Family Brands' success. The family business is run by brothers Marcello, John and Joe Casella. With over 550 employees, Casella Family Brands is one of the biggest players in the Riverina winegrowing district. It is located in the Riverina wine region, more precisely in the town of Yenda between Melbourne and Sydney. The Australian wine brand yellow tail belongs to the large Casella Family Brands winery. Wein Pfaffmann - all Pfaffmann wines (122). ![]()
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