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Fun wines storm into US market
7 Apr 2004
Australian winemakers are launching "fun" wine brands in the US, following the unprecedented success of the Yellow Tail label. The wines will be pitched to the same market in an effort to claw back market share: young and new wine drinkers who aren't bothered about traditional wine labels but just want value for money.
McGuigan Simeon has launched its Crocodile Rock or Croc Rock label, while Southcorp is launching a new wine, the Little Penguin, later this year. Both are aiming for the same market as Yellow Tail and want to cash in on its success.
McGuigan Simeon's MD Brian McGuigan said Riverina-based Casella Wines, which produces Yellow Tail, came up with a label that reflects the image of Australia. It has opened up a "fantastic" section of the US market, Mr McGuigan said.
The West Australian, 7/4/04.
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