|
[ yellow tail ]
A Case Study
Creating a New Category
Situation
The Casella family (Casella
Wines, Australia) developed a mid-priced wine for the US market. Australian wines
were already targeted as “mass quality” offerings. However, in the US alone, they
would be entering a market of 1,600 wineries. How to successfully compete in this
market and not simply “join” their Australian counterparts on the shelves at the
retailer?
Solution
Don’t compete in the
category. Create your own. Make wine more approachable and less elitist. Price it
favorably ($6.99 per bottle) yet deliver an image that makes it a “cool” call brand
in bars and restaurants. Also, make it “acceptable” to serve at parties. So the
agency set out to help Casella Wines become a fun, non-traditional wine that’s easy
to drink for everyone. Focusing on stealing share from beer, spirits, and ready
to drink cocktails, which captured three times as many US consumer alcohol sales
as wine. We “branded” [ yellow tail ] in a way that made it less intimidating and
pretentious vs. the wine category. We created an iconic “word-of-mouth” campaign
that whispered “Are you a member of the club yet?”
Result
[ yellow tail ] is now the
largest selling wine in America with over 10 million cases and still growing.
|
