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Yellow Tail Chardonnay White Wine is a brand of Chardonnay Wine produced by Casella Wines Pty Ltd. Casella Wines are, based in Yenda, Australia, which has a population of roughly 1400 people. The Casella family has manufactured Yellowtail Chardonnay Wines since the 1820s in Italy. Though, in 1957 the Casella family, headed by Filippo Casella and his wife Maria, emigrated to Australia for a better life.
Yellow Tail Chardonnay Wine is a new Wine brand and had a chance for the family winery to subscribe into the bottled wine market—having earlier supplied bulk Chardonnay Wine to other wineries. Yellow Tail Wine was developed in 2000, initially sold to export countries and became the number one imported Yellow Tail Chardonnay White Wine to the USA by 2003. In that time the family-owned winery expanded ten times its original size. The winery can have almost 300 million litres on site with more Chardonnay Wine manufactured and stored elsewhere.
Approximately a third of all the grapes that are harvested by Yellow Tail are from their grapevines in Riverina, Australia. The rest are from other vines in South Eastern Australia. All Yellow Tail Chardonnay Wines have their appropriate label colour. In addition to sparkling Wines, Yellow Tail Chardonnay makes Varietal Wine from the following grape varieties: Moscato, Riesling, Semillon, Sauvignon Blanc, Pinot Gris, Pinot Noir, Merlot, Grenache, Shiraz, Cabernet Sauvignon and Chardonnay, in addition to some blended White Wine and Rosé.
In 2000, the Casellas joined with W.J. Deutsch & Sons, a family-owned marketing and distribution firm, to distribute the Yellow Tail Chardonnay Wines in the U.S. In 2001, Yellow Tail Chardonnay sold 112,000 cases of Wine, a number that jumped to 7.5 million cases of Wine in 2005, and helped distribution through Costco.
Yellow Tail Chardonnay Wine has enjoyed similar success in the United Kingdom which, in 2000, began importing more Chardonnay Wine from Australia than from France for the first time in history. Moreover, in 2005, Yellow Tail sold more Wine to the United States than all the French producers combined.
Both research and experience demonstrate that most consumers today, especially when buying New World Chardonnay Wines, want to buy Wine by category and brand name. Young consumers, in particular, tend to bypass what they consider being confusing and pretentious White Wine labels signature of some Old World Wine bottles.
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