CASELLA Wines is toasting success this week after bottling its billionth bottle of Yellow Tail wine.
The Yenda-based winery has gone from strength to strength after signing a multi-million dollar partnership with Coca-Cola Amatil last year and announcing the release of two new products to the Australian market today.
Despite posting a $29million loss – the biggest in the company’s history – in December last year, the family winery has seen a resurgence in positivity since the Australian dollar dropped earlier this year.
Casella’s managing director John Casella said the milestone was one his family “never envisaged” would happen so quickly.
Yellow Tail was released just over 11 years ago, in 2001.
“One billion bottles means that 10 billion glasses of Yellow Tail wine have been enjoyed around the world,” Mr Casella said.
“We’re extremely proud to have provided one billion bottles of Yellow Tail wine to people in more than 50 countries.
“This result shows there is strong demand for the wine not only in our home country, but also abroad.”
The brand has come a long way since Mr Casella’s parents, Filippo and Maria Casella, started growing grapes at Yenda in 1969.
Today, Yellow Tail has held its position as the number one imported wine and the number one red wine in the US.
“Our success is testament to the commitment and hard work of all of our staff, and the support of our distributors, trade partners and our loyal fans,” Mr Casella said.
“We’re continuing to see growth year-on-year and this is a result of the quality, consistency and value proposition that we offer,” said John.
Meanwhile, the company has today launched its sangria and Bondi RD premixes to the Australian market.
Bondi RD is a sauvignon blanc-based premix available in original, elderflower and mint and ginger and green tea flavours.
The Yellow Tail sangria is a wine-based cocktail that was released in the US about a month ago – and early consumer indications have been “very positive”.
Mr Casella said the decision to diversify came about when the team identified a market for a wine-based alternative to beer and cider.
“We’ve spent the past 12 years growing Yellow Tail and turning it into the success story it is today,” Mr Casella said.
“We don’t want to stop there – we have to keep innovating to enhance the drinking experience for our consumers.”
The new products will remain under the Casella line when the CCA partnership begins officially on December 16.
Mr Casella said Yellow Tail was “more popular than ever” in the US and predictions the Australian dollar would rise beyond US$1.20 had not eventuated, easing pressure on the export-driven company.