Yellow Tail is a brand founded in 2001 by the Casella family from Sicily, who immigrated to New South Wales, Australia, in 1957. The family bought vineyards in 1965 and a winery in 1969. In 2001, the family decided to launch a new brand called “Yellow Tail” with an innovative brand positioning. The family vineyards did not have the same reputation as the ones in Europe, which is why the family could not pretend to target the same market of wine connoisseurs. Therefore, the Casella decided not to compete with French or Italian wines on characteristics such as quality, product complexity or vineyard prestige. Instead, they presented their brand as fun and approachable, and targeted a new type of wine consumer.