By and large, due to critter labels and Australia's own wine-marketing efforts, the average wine consumer associates Australian imports with a low-price point rather than quality. While Yellowtail will continue to enjoy moderate success, as long as the Australian dollar stays strong it's stuck in a difficult spot: There's little it can do to add value to the brand in the consumers eyes because its brand is inextricably linked in consumers minds with being cheap, and it can't regain its share of the budget wine segment because the weak American dollar vs the Australian dollar makes it hard for WJ Deutsch to position it at a price point competitive with Sutter Home and Woodbridge.Īs u/JamesDK pointed out in his excellent post, brands like Yellowtail have poisoned the well for the Australian producers that produce high-quality wines. No matter how good the juice winds up being in the bottle (and lets be frank, it's mass-produced wine that appeals to the lowest common denominator), Yellowtail will never enjoy success among the "craft beer" segment of the wine market. Similarly, Yellowtail has positioned itself as being the domestic beer of Australian wines. Meanwhile, craft beer drinkers wouldn't touch a bottle with the word "Bud" on it, due to the negative associations they link to the brand. Bud's core drinkers don't enjoy craft style beers, and did not move to embrace the new beer. The reason why has everything to do with how Budweiser has placed itself in the market. It bombed in the market, and disappeared from store shelves within the year. As u/iByron pointed out, their Reserve line can actually be decent, but the fact that the bottle has "Yellowtail" written on it makes it a nigh impossible sell to anyone who actually is passionate about their wine.Īs an analogy, you may remember several years back when Budweiser rolled out Bud American Ale, a malty beer with a little hop kick that frankly was pretty tasty. Despite arguably putting consistent wine into the bottle, among all but budget-driven consumers its ubiquity has made Yellowtail synonymous with plonk. I love Australian wine, but at this point: trying to sell it is more trouble than it's worth.įor the most part, Yellowtail has devolved from a product into a punchline. It may take a 'Judgement of Paris' style moment to reintroduce the global wine market to Aussie wine, but I sincerely and fervently hope that it happens. I hope that, in the near future, Constellation Brands collapses, the cheap shit disappears from the market, and Australia can reinvent itself. It's a shame, then, that the face that Australia presents to the world is cheap grocery-store wine and over-marketed kitsch that expects to sell more on the label than the juice. Australia is a huge country (really: continent) with tons of climate variety and soil variation: it really does make some of the best wine in the world. I love Margaret River chardonnays, and I've had co-ferment Shiraz that would rival some of the best Cote-Rotie. Even the reps are embarrassed to mention it to buyers.Īll of this a damn shame, because Australia makes really great wine. The 'Mollydooker Shake' is the stupidest fucking gimmicky marketing tactic I've ever seen in the wine business. Even their quality producers bottle with kitschy, loud, flashy labels. Australia decided to go the bulk grocery-store wine route to make their money, and it's poisoned the well for anything more than sub $10 Aussie wines.Īustralia is far, far too focused on marketing. Yellowtail (along with Jacob's Creek, Black Opal, Little Penguin, Oxford Landing, Penfolds Koonunga Hill et al.) are the reason it's nigh-impossible to sell high-end, quality Australian wine these days. Multireddit bundle of all alcohol-related communities Taste wine with other redditors and discuss your results:Ĭurrent thread: Gamay or Pinot not from France Submitters that fail to do so may have their posts removed.Īre you asking about the value or condition of a bottle you have? Please post in the Free Talk Friday. If you are posting a picture of a bottle of wine, PLEASE include ORIGINAL tasting notes or other pertinent information in the comments. Do not attempt to do so in r/wine.įlair: 'Wine Pro' if you're in the industry, 'Wino' if you're not. Trading and selling wine or other alcohol here is against Reddit's TOS and could result in our sub getting banned. Note: Nakedwine vouchers are considered spam. The WINE FAQ is a great resource for general info. New to the wonderful world of wine? Check out the R/Wine Guide for Wine Newbies! A place to share all the latest happenings in the world of wine.
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