Carlsbad, CA, March 28, 2012 --(PR.com
)-- Australian wine is plenty popular in America. Take Yellow Tail, with its cutesy rock wallaby adorning a colourful label: this under-US$10 brand was the best-selling imported wine countrywide in 2011, and according to the New York Times, it’s the second most popular table wine in America after California-based Barefoot wines. Not a bad track record for a company that celebrated its 10th birthday last year.
One would imagine that Australia would be quite happy with those rankings, but in reality, the incredible success of Yellow Tail has been detrimental to the wine market Down Under.
“What people know about Australia is that it’s entry-level, fun and affordable, which Australia does well,” said Mark Davidson, Wine Australia’s Market Development Manager for the US West Coast. “But let’s face it: a lot of countries do that well.”
Continue reading this story and many more in the March issue of Business Review Australia: http://www.businessreviewaustralia.com/marketing/dont-call-them-cheap-and-cheerful
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