Bulk wine: How Casella cracked the US market
A bouncing kangaroo, like that brandished across Yellow Tail wine bottles, might be a stereotypically Australian image, but Casella Family Brands, the company behind it, built its company offshore. While other Australian wine companies built their brands locally before venturing overseas, Casella went the other way. Instead of clashing with his well-heeled rivals, with their extensive cash reserves, second-gen John Casella redefined wine as an accessible tipple and opened a new market. The result has been astonishing.