In my previous blog, I touched on the successes and the challenges that [yellow tail] faces in Asia as these countries emerge as wine drinking nations. Now, I’d like to expand further on the brand strategy and reasons for the success of [yellow tail] in Asia.

 

The overall idea behind [yellow tail]’s brand positioning is to address the stresses people often feel when buying, drinking and sharing wine. It encourages people to forget the hard and fast rules, and to be more relaxed about enjoying wine simply for how it tastes. This is particularly relevant in many Asian markets where the consumer can be overwhelmed by both the complicated variety of wine choices available to them from all different regions from around the world.

 

The concept underlines the [yellow tail] philosophy of making wine according to what people like to drink. This idea encourages consumers to enjoy what they like, when they like it and with whatever they like. Fancy a Shiraz with a spicy noodle dish or a Chardonnay with some Peking Duck? Why not?

 

The decision to market the brand in this thought-provoking and light-hearted manner follows market research commissioned by Casella Wines. Our research found that many people still feel intimidated by the subject of wine. Consumers revealed feelings of intimidation by the social conventions surrounding wine and in particular the perceived language of wine and the snobbery associated with choosing the right drop. Although a global study, this concept holds remarkably true for Asia and it is the breaking of these conventions that has allowed consumers to experiment and feel comfortable enjoying [yellow tail]. This strategy removes the common entry barriers to wine products and encourages consumers to choose our products in a crowded marketplace.

 

[yellow tail] has redefined the experience of buying, drinking and sharing wine. It makes the enjoyment of great wine accessible by producing a range of wines designed to be great tasting, fresh and approachable and most importantly, free from stuffy wine rules. The nature of [yellow tail]’s flavour profiles make them the perfect accompaniment to a very diverse range of cuisines.  

 

[yellow tail] encourages you to play by your rules and to enjoy wine in only one way – the way you like. If you want to drink the whole glass at once “Gan bei” style, then go right ahead. So until next time – Gan Bei!