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August 2005
Why the [yellow tail] Label Works
The success of Australia's Yellow Tail wines is due in part to a simple, unintimidating label that is visually appealling and clearly presents product information.
by Cyril Penn
In just four short years, Australia's Yellow Tail Shiraz has emerged as the number one selling red wine in America. Yellow Tail Merlot is the second best selling red wine in America, and Yellow Tail now boasts the second best selling Chardonnay as well. The brand occupies an amazing six of the top 10 imported SKUs in U.S. supermarkets and drug stores, and dominates Australian wine sales in the U.S. Sales reached 6.7 million cases in the 2004 calendar year and are projected to reach eight milli...
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