Yellow Tail Coming Out Ahead

In just 10 years, Yellow Tail has become the best-selling imported wine in the U.S. and the No. 2 table wine over all—find out its secret to success.

Wine importers dont actually make the wine. Instead, they travel all over the world and find great wines to bring back to the U.S.

And thats exactly what W.J. Deutsch & Sons has perfected. Founded in 1981, by Bill Deutsch, they happened upon a small vineyard in Australia and turned it into one of the most popular wines in the world.

Bills son Peter is CEO and came by to talk about what the company is doing to keep the [yellow tail] buzz going, because theyre clearly doing something right. In 2001--the first year they began importing--[yellow tail] sold 225, 000 cases. Fast forward to 2011, it sold nearly 8.5 million cases worldwide. (The name comes from the yellow-footed rock wallaby, a smaller cousin of the kangaroo that has a golden tail.)

So in 10 years, [yellow tail] has sold nearly 70 million cases, generating nearly $5 billion for retailers.

Wow.

But it's not done. The company wants more people drinking [yellow tail] and are amping up social media efforts.

It started a new ad campaign proclaiming [Yellow Tail] as "the go-to" wine and blasting it everywhere: TV and radio commercials, ads on the sides of trucks, signs in stores and online--including Facebook campaigns.

And just as the wine is approachable and fun, so it its website, where you can get rewards points for choosing [yellow tail].

They call this kamikaze marketing&and it just might be working.

Cent Anni!

Questions for Our Wine Pros

What is your death row wine?

1961 Chateau Latour

What region produces the best wine?

Thats like asking me to pick a favorite child, but Id have to go with Bordeaux

What is the best wine and food pairing youve ever had?

Kunde Magnolia Lane Sauvignon Blanc and fresh oysters

What will the U.S. wine industry look like in 10 years?

Consolidation will continue. There will be fewer, but larger retailers and bigger national restaurant chains and more corporate wine brands.

The Internet and direct-to-consumer access will provide significant growth opportunities for lesser known wine brands.

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