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January 2003
The Total Package
Yellow Tail Emerges as America's Fastest Growing Wine Brand
by Cyril Penn
When John Soutter purchased an off-the-shelf label design from Adelaide designer Barbara Harkness and inked a deal with a major US importer, he figured Casella Wines could end up selling 25,000 cases of "Yellow Tail" in the United States within a year.Eighteen months after launching, Yellow Tail has sold two million cases in the US, making it one of the fastest, if not the fastest launch ever for a premium wine brand. Yellow Tail is now third on the list of Australian bestsellers in the US."Ther...
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