Yellow Tail Wines: Breakaway Product Positioning

What strategy would revive a decade-old brand's early success?
Len Sherman  | Fall 2010
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In 2001, the Yellow Tail brand of wines, launched in partnership with Australia's Casella Wines, achieved considerable success in the US market, despite intense competition from Californian, Italian, and Chilean wines. However, although Yellow Tail's first years were marked by exceptional growth-early batches sold out so quickly that extra bottles had to be shipped by plane-sales began to slow by the decade's end. Should Yellow Tail change its strategy? And should it consider investing in other products, or even product categories? In this case, students analyze how a brand like Yellow Tail can regain its momentum.

Case ID: 100511
Supplemental Materials: Teaching Note

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