Case Studies

[ yellow tail ] ^®

"People can't be bothered by all the hype and nonsense of wine. They just want to drink it," said John Casella of Australia's Casella Wines. The company's blue ocean model took the pretentiousness out of enjoying wine and made it a simple, inexpensive pleasure.

Within two years in a crowded worldwide market, [yellow tail] became the fastest-growing brand in both the Australian and U.S. wine markets and the number-one wine imported