[yellow tales] - 20TH ANNIVERSARY ISSUE (HAPPY BIRTHDAY [YELLOW TAIL])!

[YELLOW TAIL] TURNS 20!

COMMEMORATIVE ISSUE

2021 marks the 20th birthday of [yellow tail], and what a journey it has been!

Since its founding in 2001, the success of [yellow tail] has been nothing short of amazing with the brand becoming one of the most phenomenal Australian wine stories of our time; one that will continue to be told many times over, all around the world.

Every day for the last 20 years we have made wine at the Yenda winery, with the knowledge that millions of people around the globe are enjoying a glass while creating memorable moments. It's this that makes what we do so special.

We've put together this very special commemorative issue to reflect on all the incredible achievements of our much loved brand.

Thank you for being part of our story.

John Casella

2001

John Casella and US importers W J Deutsch and Sons launch [yellow tail] in the USA. The first cases were invoiced to Deutsch on 22/02/01 and were sent by air freight.

CELEBRATING 20 YEARS OF [ yellow tail ]

2003

[yellow tail] global sales reach five million cases! This is also the year [yellow tail] launches widely in Australia.

2005

[yellow tail] and Casella Family Brands is inducted into the Export Hall of Fame. [yellow tail] wine is featured in the bestselling book.

2007

The influential US publication Wine Spectator places the 2005 [yellow tail] Reserve Shiraz number 72 in its top 100 annual round up of the year's most exciting wines.

2010

[yellow tail] is named the Most Powerful Australian wine brand, Most Powerful Family Owned wine brand in Australia and fifth most significant wine globally by Intangible Business UK in its Power 100 report.

2012

[yellow tail] 2005 Limited Release Cabernet Sauvignon receives a Grand Gold medal at the prestigious Great MUNDUS VINI International Wine Awards and is also named Best Dry Red of Show.

POWERFULWINE

2002

In 2002 leading US publication, Wine Enthusiast, gave [yellow tail] a score in the high 80s and a Best Buy award and the media coverage began to flow. By the end of 2002, more than two million cases of [yellow tail] wine had been sold in the USA alone.

2004

It's show time. Casella Family Brands is announced as the winner of the Jimmy Watson trophy for one year old red wines, Australia's most prestigious wine show award. The winning wine was the 2003 [yellow tail] Limited Release Cabernet Sauvignon.

2006

To keep up with unprecedented demand, a new bottling line is installed - it just happens to be the fastest wine bottling line in the world, capable of bottling 36,000 bottles an hour.

2009

[yellow tail] is named Australia's Most Powerful Family Owned wine brand by the UK consultancy Intangible Business.

2011

Happy 10th Birthday [yellow tail]. 1,000 commemorative bottles of premium quality 2006 Barossa Valley Shiraz were released to friends of [yellow tail] to mark the occasion.

2014

12.5 million cases of [yellow tail] are exported to more than 50 countries, meaning that almost two million glasses of [yellow tail] are enjoyed around the world every day.

2016

New and refreshed [yellow tail] packaging rolls out globally.

2018

[yellow tail] is recognised as the World's Most Powerful Wine Brand in the Wine Intelligence Global Brand Power Index. In fact we've carried this crown for four years in a row (2018, 2019, 2020, 2021).

2020

[yellow tail] volume sold worldwide soars to 14 million cases.

2013

1,000,000,000 - John Casella lifted the billionth bottle off the line on Wednesday 16 October.

2015

[yellow tail] appears on TV for the first time in Australia on My Kitchen Rules - the highest rating cooking show.

2017

[yellow tail] is the first wine brand to advertise in the US Super Bowl in 40 years, reaching an audience of more than 150 million viewers worldwide. The brand is also recognised as the fifth biggest wine brand by volume by The Drinks Business.

2019

[yellow tail] advertises in the US Super Bowl for the third year running with the new 'Tastes Like Happy' campaign. The brand was also recognised as the third biggest wine brand by volume by the Drinks Business.

2021

We celebrate our 20th birthday!

WE COULDN'T DO IT WITHOUT 'ROO

One thing that has always stood [yellow tail] wine apart from the crowd is its iconic label; it is often described as 'the one with the kangaroo on the label'.

We all know that he is really a Yellow Footed Rock Wallaby, but the most important point is that 'Roo is instrumental in portraying our brand personality and all the great things about being an Australian wine brand.

The [yellow tail] label was purchased in 2000, launched officially in 2001, and was featured on pack as well as on the cases which were used to form large colourful displays in-store. This provided huge visibility and traction for the brand. Consumers loved the quirky design and quickly adopted [yellow tail] as their wine of choice.

For this reason, not much has changed to the design of 'Roo, other than in 2017 when, as part of the packaging refresh, 'Roo's tail was turned yellow from gold, to really reflect the brand name.

Other than that, 'Roo has been focusing his time on becoming a celebrity in his own right, especially after making his acting debut in our first Super Bowl ad in 2017.

Thank 'Roo!

[YELLOW TAIL] KEY FACTS

We've been creating wonderfully vibrant and flavoursome wines for millions of consumers around the world for the last two decades. Sometimes we need to pause to reflect on what else we have achieved, so let's start with some of the incredible facts and stats about [yellow tail].

#1

MOST POWERFUL WINE BRAND

and the most loved wine brand for four years in a row! (source: Wine Intelligence Global Wine Brand Power 2018, 2019, 2020 & 2021).

550+

WINE AWARDS

globally by volume (source: the Drinks Business, 2019).

of the total volume of wine exported from Australia (Dec 2020).

More than

14 MILLION CASES

AUSTRALIAN WINE BRAND

Shiraz, Cabernet Sauvignon, Merlot & Pinot

Grigio (MAT June 2020).

#3 WINE BRAND [yellow tail] is the From launching in the US in 2001, twenty years later [yellow tail] can be found in more than 60 COUNTRIES (Dec 2020). of [yellow tail] wine were enjoyed around the world each day in 2020. TOP

2.4 MILLION GLASSES globally since launch in 2001! This has now been reflected on the bottle in Australia, Canada and APAC. 15.7%

MEMORIES & MOMENTS

My son Peter and I consider John to be a part of our family. He and the entire Casella Family have worked alongside us for two decades growing [yellow tail] into the largest imported wine brand in the US. But

more than that, we also share the same values and philosophy of being a family company that wants to work with other family companies. It has been such an honor building [yellow tail], which brings so much

brightness and optimism into the world. So many fond memories from the past twenty years. They will last a lifetime.

- Bill Deutsch, Chairman, Deutsch Family Wine & Spirits

Shortly after joining CFB in 2016, I attended and presented at the CFB global conference in the Barossa. It was a privilege to meet all of our distributor partners from around the world who helped to make [yellow tail] the most loved wine brand globally and to experience first-hand everyone's passion and commitment to the brand.

- Anna Czarnocka, Global Marketing Manager

[yellow tail]

When I travelled to Yenda with Joe and my German customer Jana back in 2016, it was a great surprise when John Casella himself picked us up at the airport and instead of driving to the winery he took us to a friend's place where we were taught the secrets of making a perfect salami - it was simply overwhelming to be part of that true, authentic Casella family spirit which amazes me again and again and is the essence of the [yellow tail] spirit.

- Thomas Heitz, Area ManagerContinental Europe

MEMORIES & MOMENTS

I first saw [yellow tail] in Europe. I remember seeing the range in Sainsbury's in the UK, and thinking that it was such a great brand, [yellow tail] was standing out on shelf! I can't believe that 10 years later, here I am, working on this iconic Australian brand! Did I also mention that yellow is my favourite colour? Happy 20th [yellow tail]!

- Arina Serra, Senior Brand Manager [yellow tail]

In March 2012 continuous heavy rainfall caused horrendous flooding in the Riverina just at harvest time, threatening the 2012 vintage for [yellow tail]. Surrounded by water, the winery still had to function and some staff were flown in by helicopter to keep it operating. In true Riverina spirit, unaffected wineries took our growers' grapes, crushing and storing the fruit so it could be transported back to the winery later for processing.

- Les Worland, Public Relations, Education & Training

When I told my friends and former work colleagues I would be joining CFB I was amazed to hear how many of them had studied the success of [yellow tail] at university.

I knew then I was fortunate enough to be joining a business with amazing brands that have a unique and differentiated positioning in the market.

- Josh

Gibbons, Export ManagerAsia Pacific and Emerging Markets

My greatest insight over the course of my career is that it takes consistent brand investment at both consumer and customer levels to truly build a great brand. John has never lost sight of this which is why [yellow tail] is a strong and resilient brand and will continue to prosper, evolve and thrive in the next decade.

My team and I feel proud to sell it every day!

- Mark Churi,

General Manager - Sales

MEMORIES & MOMENTS

In the 2015 financial year, we sold 44k 9L cases of [yellow tail] and were the 23rd largest wine brand in Ireland for both volume and value. Today, five years on and things have changed somewhat, as we now sell over 200K 9L cases a year, are growing in volume and value by more than 20%, and

are now the 5th largest wine brand in the market. How have we done this?

What's changed? Five years ago, we set up our UK and European distributor, CFBE, through which we now supply Encirc (UK). As ever, the performance has been a real team effort with lots of the extended Casella 'family' involved

in the UK, Europe and Australia, plus of course, our distributors, Bulmers, who continue to help us achieve our brand vision for the Irish market.

- Joe Roberts, CFBE Market Manager - Northern Europe

Receiving [yellow tail] fan mail is always a highlight, consumers from all over the world taking the time to share their [yellow tail] stories, photos and craft. It's been exciting to be part of the [yellow tail] team and watch it become a global success.

- Joseline Bastianon, Customer Service

I have great memories of working at the winery back around 2005-2006. It was all about [yellow tail] back then. When it came time for the newsletter, we would walk around the winery and ask people from various departments if they'd like to share information about their role and department. The newsletter was printed in-house in those days. It was a big task! Things are a little different now!!

- Pip Antoon, Graphic Designer

MEMORIES & MOMENTS

There are a few things I remember when I first started at Casella. When I first started here as a casual worker there was only Line 1 and Line 2. We put the bottles on the Lines by hand. Then they put Line 3 in and a few years later Line 4 so that got people excited as it brought more jobs to the winery and brought people to the town. I remember John & his Dad walking around the winery looking at the machines as we worked, always stopping to speak with us, which I respected and will remember.

- Carol Green, Admin Assistant

There are many of us in the CFBE business that worked in Diageo when they took on the distribution of [yellow tail] back in 2010. At that point, the UK sales of [yellow tail] were less than 400k 9LE cases. Fast forward to summer 2015, and John Casella and Simon Lawson celebrated passing through one million 9LE

cases in the UK. We love the balloon Kangaroo that John made on the spot - hidden talents indeed! Over 5 years later, [yellow tail] pushed through 3m cases in the UK November 2020, and onto a latest moving annual total of 3.165 millon 9LE cases in the UK*, +45% year on year. That's in addition to the additional 600k 9LE

we are now selling across other key European markets. Times and trends may change over time, but the consumer love for [yellow tail] stays true throughout. In fact, it only gets stronger.

- Kevin Chinn, Marketing Director - CFBE

Firstly I'd like to thank the Casella family and the staff I have worked with over the years. Let me say what an exciting ride it has been in the last 20 years, from the first orders to the current global phenomenon that is [yellow tail]. The construction of the 1.1 million wine tanks is one memory that stands out as these tanks were so big that they were built on site with cranes holding each stainless steel ring in place until the tank was completed.

- Graham Harpley, Financial Controller

MEMORIES & MOMENTS

[yellow tail] has been a true blessing for us since we acquired the distribution of the brand in the Philippines in 2006 - barely a year after we established Golden Wines. [yellow tail]'s strong brand equity, fun image, and amazing sales and marketing support have allowed us to cleverly and creatively position

[yellow tail] as a premium offering in our country, which had been long dominated by low priced Californian and Chilean wines. The result has been overwhelming and [yellow tail] is now in a very enviable position with annual growth of double digits since its onset, and despite a slight hiccup due to the pandemic (a single

digit drop in 2020 while other brands suffered much worse), this year is trending back to another respectable double digit improvement. Happy 20th Birthday [yellow tail] and thank you!

- Sherwin Lao, Golden Wines

We have been representing [yellow tail] in Hong Kong since 2005, and in China since 2009. We are honoured to have this opportunity to be a part of this great milestone of [yellow tail]. Happy 20th birthday to our great Kangaroo brand, [yellow tail]. We wish many more successful years to come and cheers to John for such a great achievement. Congrats.

- Lucia, Vincent & Kenneth Fong, Telford

Happy 20th anniversary [yellow tail]! We are proud to contribute to the success of your brand in Canada.

Thanks to your commitment and the quality of your products throughout these 20 years, you have become an unparalleled leader in the wine industry. We are very fortunate to work with the most loved brand in the world.

Cheers to [yellow tail]!

- Hugues Gauthier, Dandurand

MEMORIES & MOMENTS

[yellow tail] as a brand, as well as Casella as a business partner, bring elements that make it motivating and inspiring to work for: strong in its positioning, clear in the business direction, trustful and fun in working with and for. We at Eggers & Franke are delighted to be a business partner and to sustainably and mutually grow the common business together for many years now. 20 years is just a start of a long and sustainable journey. Cheers!

- Rainer Sieling, Eggers & Franke

Robb Brothers were working with Casella Family Brands pre [yellow tail], with Painter's Cove, Mallee Point and the gorgeous, Yenda Vale Rose. In 2008, Robb Brothers brought a group of key customers to visit Casella Wines. John was the perfect host and even showed us the shack out the back

of his parent's house (beside the winery).

[yellow tail] is a people's brand. It's a brand that crosses so many divides and there are very few brands that do this. First time drinkers like it and people who have been drinking wine for 10 - 20 years like

it, so it appeals right across the board. The quality of the wine is consistently good. Casella makes wine that people want to drink. It crosses all boundaries appealing to both new and established wine drinkers.

- Charles Robb, Robb Brothers

Our first contact with the Casella family goes back to Prowein 1998, and in March 2002 the first [yellow tail] wines arrived on Belgian soil. Since then, [yellow tail] has shown consistent growth and today it is well accepted in the Belgian Market with a growing number of fans. I am grateful to the Casella family for the loyal support and we look forward to another 20 years of [yellow tail] in Belgium.

- Thomas De Fonesca, Delta Fijne Wijnen

MEMORIES & MOMENTS

Congratulations Casella Family Brands on the 20th anniversary of [yellow tail]. It has been an absolute pleasure being a part of the Casella journey led by John and his family. Through the years of the incredible success, the Casella family has made our family feel that we are more than just business

partners. The winemaking team has been top notch, bringing the best wine for value to market and never compromising on quality. Our customers have great confidence when listing a wine with Casella on the label. The dynamic Casella Sales and Marketing team, with industry leading innovation and promotional

tools, has helped our company achieve success beyond our imagination. We look forward to continuing the journey with Casella Family Brands.

- Dave Eisenhauer and the Atlantic Canada Team

Eisenhauer Agencies, Wine & Spirits Inc.

If there was one word to describe the early years of [yellow tail], it would have to be exciting! No day was ever the same and I can safely say it still isn't! There was a lot of energy, excitement, pride and passion. We were all working towards a common goal and knew that we were a part of something bigger than the brand itself. We believed in ourselves and what was possible. We proved the naysayers wrong and we watched the brand grow from strength to strength.

I remember my very first week in the

business - after a quick decision, we were flying to New York! I arrived at the airport with a [yellow tail] polo shirt on and in the United Airlines lounge I was suddenly treated like a super star. Most passengers were from the US and nearly everyone came over and congratulated me on making great wine and gushed about how much they loved the [yellow tail] brand! It was certainly an eye opener for me and I quickly realised I had joined a wonderful business!

- Libby Nutt, General Manager Marketing &

Export Sales

-

I remember a winemaker from South Africa saying, 'nobody's ever grown at the pace you have without having quality problems, except for [yellow tail]'. I found it very satisfying that our competitors recognised that we've done better than anybody else has been able to do before.

Alan Kennett, Chief Winemaker

NOITAVONNI A T HEART

[yellow tail] wine has been so successful because it has always leveraged the sense of discovering something new and fun.

In order to continue to be relevant to consumers and retailers, and to keep ahead of our competitors, it is very important to innovate, bring new products to the market or to refresh our current offering. We like to be first, because anything else is quite simply, a little bit boring.

That's why our innovation team are constantly thinking of new and fresh ideas - both big and small. Sometimes even a relatively small change, such as a label or bottle change can go a long way and can help accelerate growth.

Here are some of the most successful [yellow tail] innovations brought to life in the last 5 years.

REVITALISING CORE [YELLOW TAIL]

In 2016 we refreshed the [yellow tail] core range packaging, making some subtle changes to our iconic pack to refresh the brand, increase quality cues and achieve better shelf standout.

[yellow tail] Chardonnay saw the most significant change, transitioning to a Burgundy bottle and a yellow label. The fresh and vibrant image enhancement proved very successful and resulted in accelerated growth in key markets.

Did you know: Chardonnay is the #1 varietal globally by volume.

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Not red, not white, [yellow tail] Rose is just right! It's fair to say consumers were tickled pink when we launched our fresh, light and vibrant Provence-style [yellow tail] Rose in 2018.

Did you know: The Greeks planted the first grapevines in Provence 2,600 years ago and Rose was the most common wine technique and style at the time.

Provence style Rose has now taken the world by storm!

UTTERLY LOVABUBBLE

[yellow tail] Bubbles had a make-over in 2017 to make it look more premium. With a noticeable change in the look and feel, Bubbles has been going from strength to strength in Australia.

Did you know: Bubbles is the #1 varietal in Australia by volume.

SET TO SPARKLE

In 2018 we launched [yellow tail] Prosecco - at the time the style was taking Australia by storm, and still is. This delicious and stylish sparkling is fresh, floral and citrusy, perfect for any occasion! We are now the # 3 largest Prosecco in the market by volume. (MAT 03/01/21)

Did you know: Our Prosecco grapes are sourced from both the King and Alpine Valley.

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HOLA SANGRIA

Inspired by the traditional drink of Spain, [yellow tail] Sangria initially launched in 2013. In 2019 the label was re-designed to feature the delicious mix of vibrant and zesty citrus fruit flavours that make this wine sing.

Did you know: Sangria is derived from the word 'blood' in Spanish 'sangre', in reference to its dark red colour.

Traditionally, it's been made with Spanish Tempranillo and other wine from Rioja with added citrus fruit.

LIMITED RELEASE

[yellow tail] Limited Release was launched in 2020 as a super-premium wine for consumers looking for something truly special. Limited Release is the perfect [yellow tail] wine for gifting.

Did you know: The distinctive label is embossed with Australian flora and fauna.

IT'S THE SMALL THINGS

[yellow tail] Sauvignon Blanc, Pinot Noir and our Shiraz (in North America) moved from a Bordeaux bottle to a Burgundy bottle, giving our varietals a more premium look and feel with better visibility on shelf. Sometimes a little goes a long way.

Did you know: The Burgundy bottle was invented sometime in the 19th century and it is thought that the bottle's curved sides exist simply because this design was easier for glassmakers to create. Following the bottle's creation, Burgundy producers - the people responsible for making the first wines out of Chardonnay and Pinot Noir - began using the vessels to bottle their red and white Burgundies. Within a few decades, the bottle became ubiquitous as these wines spread across the world.

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RED MMMOSCATO

In 2020, we added Red Moscato to our [yellow tail] Moscato range. Red Moscato is zingy and refreshing, bursting with strawberry, raspberry and cherry flavours.

Did you know: Moscato is one of the most loved varietals in Asia, as it is sweet and fruity, the perfect taste profile for the region.

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NOW EVEN EASIER TO ENJOY

With more people around the world adopting vegan practices and [yellow tail] being a wine made for everyone to enjoy, from vintage 2019, most of our [yellow tail] wines became vegan. As well as featuring the vegan logo, the back labels have been redesigned to clearly communicate the key flavours of the wine, making it even easier for consumers to choose a varietal they will enjoy.

Did you know: While veganism was officially established as a movement in 1944 by England's Vegan Society with the creation of the term 'vegan', it's only really come to mainstream prominence in the last decade.

AWARDS AND ACCOLADES

In 2020 we added two claims to the front label; [yellow tail] has won More Than 550 Wine Awards and is The World's Most Loved Wine Brand*, This helps consumers discover a great wine with the medals displayed offering a trusted guarantee of quality.

We will continue to enter [yellow tail] in relevant shows to keep bumping up the medal tally!

Did you know: Research showed that 41% of consumers and 52% of [yellow tail] buyers will be more likely to purchase [yellow tail] with the new claims included on the labels. These claims will also help improve [yellow tail]'s quality and trust perceptions.

A LIGHTER TAKE ON WINE

The no-and-low alcohol trend is gaining momentum globally as consumers look for a healthier lifestyle and put more consideration into moderating their alcohol consumption. [yellow tail] PURE BRIGHT Chardonnay, Pinot Grigio and Sauvignon Blanc were launched nationally in the US in 2021 after a successful trial.

Did you know: [yellow tail] PURE BRIGHT whites are 25% lower in alcohol and calories but still deliver on the great taste and quality [yellow tail] is known and loved for.

*According to Wine Intelligence Global Power Index research in 2018, 2019, 2020 and 2021.

PURE BRIGHT DOWN UNDER

[yellow tail] PURE BRIGHT Pinot Noir and Sparkling were launched in Australia in 2021. As always, flavour is essential and both PURE BRIGHT Pinot Noir and Sparkling taste great. Did you know: PURE BRIGHT Pinot Noir is 20% lighter in alcohol than [yellow tail] Pinot Noir, with an ABV of 10.8% and 100 calories per 150ml serve. PURE BRIGHT Sparkling is 25% lighter in both alcohol and calories compared to [yellow tail] Bubbles, with an ABV of 8.5% and 85 calories per 150ml serving.

MEET SHELFIE

[yellow tail] SHELFIE is a new 1.5 litre Bagin-Box (BIB) format which was launched in Tesco in the UK in 2021. SHELFIE suits a variety of occasions as it is easy to carry, but equally easy to store and use at home. UK consumers are embracing new packaging formats for wine, particularly in the current climate when people are spending more time at home and shopping less often.

Did you know: The wine will stay fresh for up to 30 days after opening, meaning consumers can enjoy the occasional glass without having to open a bottle, or share with friends and family.

WHISKEY BARREL

Wines aged in bourbon or whiskey barrels are growing in popularity, especially in the US. This year, we launched [yellow tail] Whiskey Barrel - Cabernet Sauvignon and Red Blend in the US, Canada as well as a few Asian markets.

Did you know: The wine is aged for 30 days in Australian whiskey barrels, creating a wine with enriched flavours and complexity, subtle whiskey notes and a long, smooth finish.

[yellow tail] Gives Back

As much as we love spreading happiness through creating delicious wine, we also love bringing moments of happiness to the world around us. Giving back through charity events, local causes and non-profit partnerships have always been supported by the Casella family. Here are some of our most recent initiatives. Recovering and restoring Australia after the devastating 2019-2020 bushfires

Summer 2019-20 was the most catastrophic bushfire season ever experienced in the country's history. So much was lost, and the impacts will be felt for years to come.

Up to 19 million hectares were burnt, with 12.6 million hectares primarily forest and bushland. 33 lives were lost and over 3,000 homes were destroyed.

Early in January 2020, WWF estimated that at that time, 1.25 billion animals had been

killed. Tragically the fires raged well into March and destroyed even more habitats. An interim report commissioned by WWF was released six months on from the fires which found nearly three billion animals were impacted by the bushfires.

With a deep rooted love and respect for the land and a desire to help restore the devastation from the fires, together with the generosity of some of our partners, [yellow tail] wine pledged AUD $750,000 to the World Wildlife Fund (WWF) Bushfire Emergency Fund.

As well as providing immediate relief and recovery to wildlife under threat, now the fires have cleared, WWF-Australia is restoring homes for koalas and other wildlife through its 'Towards Two Billion Trees' plan; to save and grow two billion trees by 2030. This has started with planting the first 10,000 urgently needed trees in critical koala habitats.

Koala Annie

Annie was rescued from the Mallacoota fire in Victoria on New Year's Eve. Annie underwent life-saving treatment following her rescue. She was taken to Phillip Island Nature Park to rehabilitate, gradually progressing from smaller to larger enclosures as she regained her strength.

She's come a long way since arriving in her new home. She's feeding well, she's healthy and has all the signs of being a strong animal. She'll be moving to a larger, semi-wild enclosure to give her a feel for being back in larger trees and regain her fitness.

$500,000 donated to World Central Kitchen

Fronted by famous chef, Jose Andres, World Central Kitchen is an organisation focused on helping disaster affected areas by providing meals for those in need. With the support of [yellow tail], WCK touched down in Australia on January 6 to begin the #ChefsforAustralia mission to supply food in regional towns that had been cut off as a result of the fires.

A new home for our beloved [yellow tail] wallaby!

We recently collaborated with the Altin family to build a state of the art sanctuary to help protect the Yellow Footed Rock Wallaby at their Altina Wildlife Park. Often mistaken for a kangaroo, the Yellow Footed Rock Wallaby is the species depicted in our [yellow tail] logo. The sanctuary will provide a breeding program that will assist in the long term survival of the endangered wallaby. They have been nursing the species for almost a year and, having already given birth to three babies with three more in the pouch, they are making exciting progress.

$20,000 for 20 years

To celebrate our 20th anniversary, in partnership with Visy, we're inviting you to decide where the funds should be allocated. Please cast your vote on the cards provided.

A further $20,000 has been donated to Rural Outreach Counselling Service, an extremely worthwhile support group run by our longstanding grower, Pat Tripodi.

This is a fantastic service to support mental health. http://www.ruraloutreachcounselling.com. au/about.html

[yellow tail] Swims in a Blue Ocean

The now world famous success story of [yellow tail] involved a unique marketing strategy that is known as The Blue Ocean Strategy, a concept developed by Kim & Mauborgne in 2005.

The original Blue Ocean Strategy inspired organisations around the world to pursue 'blue oceans' of uncontested market space, stipulating that competing head on in overcrowded industries leads to nothing but a bloody 'red ocean' of rivals fighting over a shrinking profit pool.

The Blue Ocean Strategy proposes that a brand must instead make rivals irrelevant. To make them irrelevant means swimming out of the bloody red ocean and into a big empty blue ocean where no one else is competing.

The wine industry was, and still is, overcrowded and highly competitive. Some consumers were intimidated by the mature, stuffy wine industry and avoided wine because they didn't want to learn all about vintages, varietals and regions. John Casella identified an opportunity to create a wine brand that escaped the crowded market and that the key to differentiation was to make a fun and non-traditional wine that's accessible to everyone. And with that insight in mind, [yellow tail] was born.

A flavoursome and approachable wine with a fun uncomplicated brand personality, [yellow tail] made wine easy to understand, easy to choose and easy to enjoy.

People who had rarely bought wine began to

buy [yellow tail]. The brand quickly became the number one imported wine into the USA, without a promotional campaign or consumer advertising. In just two years we emerged as the fastest-growing brand in the histories of both the Australian and US wine industries. [yellow tail] was swimming in its own blue ocean, a space where anyone and everyone could talk about, drink and enjoy good wine without pretention.

You can read more about this and find the [yellow tail] case study in a book titled The Blue Ocean Strategy or by visiting www.blueoceanstrategy.com

Building the world's Most Loved Wine Brand

MOST LOVED WINE BRAND IN THE WORLD!* [hop to it today]

In order to remain relevant and top of mind to customers (importers and retailers) and consumers, sustained investment in the brand has been critical.

Join the [yellow tail] global marketing team as we take a look at some of the biggest marketing campaigns globally; campaigns that have helped to shape [yellow tail]'s success and made [yellow tail] the world's most loved wine brand*

*Wine Intelligence Global Power Index 2018, 2019, 2020, 2021

The first ever campaign was in the US in 2004 and I remember it well.

While the brand creative has evolved over time, all brand communications are distinctive, unique and easily recognisable as [yellow tail].

This is achieved by predominantly using our iconic yellow colour, having a consistent

look and feel, as well as bringing to life our unique [yellow tail] personality which is all about bringing a smile to peoples' faces.

It's about bringing consumers on a journey and reminding them of [yellow tail] at different touch points so the brand remains top of mind, which will then help drive their consideration to buy [yellow tail] wine

US CAMPAIGNS

'Have you spotted it' 2004

This was our first above-the-line campaign in the US, unique and distinctive, created for big impact and 'stopping power' with large billboards in high traffic locations, aerial advertising, magazine ads and big in-store displays to increase awareness and drive trial of a brand that was generating so much talkability.

'Tails you win' 2007

This was [yellow tail]'s first TV campaign, that was an evolution from 'Have you Spotted it'. The three different ads used celebrated iconic scenes from pop cult films of the 1950s. The figures of a mermaid, Godzilla and a comet were used with the added twist of a yellow tail being surprisingly revealed at the end, making it very memorable.

'Open for anything' 2010

The 'Open for Anything' campaign included two TV commercials taking place in a European setting. The key objective was to communicate that great tasting wine doesn't need to be expensive, while inviting new consumers into the wine category with its fun and approachable nature. The campaign evolved to animated TV spots, Out-of-Home advertisements and in-store activations, using [yellow tail]'s unique wit and colour hues to celebrate key holidays such as Thanksgiving. This demonstrated [yellow tail]'s commitment to connecting with consumers during their home entertaining occasions.

'Go to' 2012

The 'Go To' campaign conveyed that [yellow tail] was America's 'go to' wine brand. The campaign was launched as consumers were gearing up for the Christmas holiday season. The ads had a colourful contemporary pop acompanied by quirky music to spark consumer interest and drive holiday sales. The campaign included TV ads, as well as strong point of sale and social media.

'Let's [yellow tail]' 2017

'Let's [yellow tail]' introduced the brand's first-ever spokesperson, the '[yellow tail] Guy' along with 'Roo' - a friendly Australian kangaroo. The ads conveyed the message that [yellow tail] wine is approachable and meant to be enjoyed at any fun, casual occasion. The ads were created for the 2017 and 2018 Super Bowl and provided [yellow tail] with a platform to reach a huge audience.

Kicking off at the 2019 Super Bowl, the US 'Tastes like Happy' campaign was centred around the theme of happiness. The ads depicted everyday moments of joy that took place around [yellow tail] wine, such as celebrating a well-deserved promotion, moving into a new home or catching up with life-long friends. The ads also included two fan-produced videos.

'Tastes like happy' 2019

'Hello yellow' 2020

World events of 2020 highlighted that finding moments of joy in the everyday were more important than ever. The 'Hello Yellow' campaign encouraged consumers to look on the bright side of life and find happiness in the small everyday moments such as having a great hair day or finding

that missing sock. Through the use of music and bright colours, especially our iconic yellow, the campaign brought to life the vibrant brand personality and our down to earth, Australian spirit and optimism and also helped establish an emotional connection with the audience.

UK CAMPAIGNS

[yellow tail] hit the streets in the UK with the 'Hello' campaign. Yellow phone booths were moved from place to place, attracting a lot of attention around the country. It was so successful that it ended up being on the front page of a UK newspaper.

'Grab life by the tail' 2013

'Hello' PR Stunt 2008

In 2015 and 2016, UK consumers were encouraged to 'Grab life by the tail', through a strong social media campaign featuring the 'Roo' spotted in different locations across London as well as in-store activation and tasting. The campaign also included a big roadshow using a [yellow tail] Kombi travelling around to give the opportunity for more consumers to taste [yellow tail].

'Cut to the taste' 2018

This campaign ran for three years and included TV ads, out-of-home advertising as well as event sponsorships. It was hugely successful, and helped boost [yellow tail]'s brand awareness to record levels and secured the number one position in brand affinity, consideration and conversion to purchase.

AUSTRALIAN CAMPAIGNS

'Refreshingly Simple' was created to highlight the [yellow tail] approach to talking about wine. While many wine brands refer to tannins, soils, complex aromas and flavours, we keep it simple with a fun and playful tone of voice, establishing [yellow tail] as a wine for everyone to enjoy. We also partnered with My Kitchen Rules, the top cooking show in Australia, to launch our first TV commercial.

The objective of the campaign was to communicate in a light hearted way how [yellow tail] takes the complexity out of describing a great tasting wine, reminding consumers that [yellow tail] wines are accessible and approachable. The two ads, one featuring Shiraz, the other

Chardonnay, refer to the complex language often used to describe wine to show how it would sound if the same vernacular was used to describe other everyday objects; such as a BBQ, a wooden spoon or a chair. It was very successful and as a result it was also launched in Canada.

'We take wine seriously, so you don't have to' 2016

ASIA PACIFIC CAMPAIGNS

As relationships play a significant role in Chinese Millennials' lives, the creative idea was to put a spin on finding the ideal match. Each varietal featured a different personality description with a playful twist to help consumers find their ideal

[yellow tail] match. The campaign included digital videos, social media, in-store point-of-sale, outdoor media in key airports and train stations and was very successful at increasing [yellow tail]'s awareness and connection with Chinese consumers.

'Happiness is deliciousness'

Japan, 2019

campaign was designed to educate Japanese consumers on the delicious taste of [yellow tail] wine by using images of the flavours together with playful four character descriptions. The campaign featured our top selling varietals and included digital videos as well as advertising on the trains, at train stations and on social media supported by in-store point of sale.

The 'Play by your rules' campaign encouraged wine lovers to enjoy wine on their own terms, free of complicated rules and traditions.

The creative featured an approachable, fresh and fun attitude

with taglines that brought a smile to everyone's face and that also showcased the different [yellow tail] varietals. In Canada, a [yellow tail] Monopoly game was also created in line with the campaign.

Colour Me Thirsty

The 'Colour in your life' campaign highlighted how [yellow tail] is fun, social and a step away from the serious side of life. The campaign showcased the vibrant colours of the [yellow tail] varietals and the wide range available.

The 'Add a Splash of Yellow' campaign focused on the happiness found in spontaneous everyday moments, like watching the stars, having a rooftop meal or enjoying a glass of wine in the middle of unpacking boxes. These moments embody the Aussie spirit of optimism, bring a smile and allow for real connection with loved ones. With this campaign we wanted people to have more of these moments. This was our first true global TV campaign, and it has rolled out in Australia,

INTERVIEW BY FRANKIE HARDING, COMMUNICATIONS AND CORPORATE AFFAIRS MANAGER

10 minutes with

Libby Nutt

Libby Nutt has led global marketing for [yellow tail] for 17 years. As we enter a new decade for [yellow tail], she shares her insights on what will be important to ensure the brand continues its success and achieves its ambition to be the #2 global wine brand by volume and value in 2030.

After twenty successful years, what does [yellow tail] need to do, not just to survive, but grow in the future?

[yellow tail] has strong brand equity and loyal consumers around the world. If the last year taught us anything, it's that strong wine brands weathered the storm best. We certainly saw that from the phenomenal growth [yellow tail] experienced globally, as consumers turned to known and trusted brands. In saying that, in our larger, well established markets [yellow tail] is a mature brand and our core consumers are an older aging demographic of wine drinkers. This means we need to

continually re-invigorate [yellow tail] in these mature markets to remain relevant and meaningful to consumers and we will do this through ongoing distinctive marketing communication and sustained investment.

Attracting younger consumers, the under-40 cohort, and new wine drinkers, is imperative to maintaining growth in the next decade.

Within the alcohol category, Millennials and Gen Z are drinking across a wide repertoire of brands and products - the explosion of hard seltzer as an example proves they are open to experimenting and trying new things, but as a result tend to be less brand loyal. There is also a growing trend towards health and wellness, alcohol moderation and sober-curious consumers who are looking for a non-alcoholic alternative that still gives the same ritual, reward and experience. This shift in consumer attitude has seen global alcohol brands exploring alternatives and several new brands have emerged with a focus on producing highquality alternatives to traditional alcoholic beverages.

With this in mind we must have a consumerled innovation pipeline to meet consumers' changing tastes and consumption occasions.

This really requires us to remember the entrepreneurial spirit [yellow tail] was founded on and seek new market spaces as it will be imperative for us to bring innovation to market.

As a business we need to be agile and nimble so we can lead the way when it comes to taking new products to importers, distributors, retailers and consumers.

In summary, the challenge is really twosided; recruiting younger, health-conscious, multicultural, experimental consumers into the wine category, combined with maintaining engagement and relevance to retain the older core wine consumer. To do this we must

continue to add value and evolve [yellow tail] in line with a changing market, retailer and consumer needs.

What are the most significant consumer trends for the wine category?

In today's fast paced and ever changing world, there are many, and of course they vary by market. The three macro trends I believe will be key to the wine category are health and wellbeing, sustainability and a purpose-led brand philosophy, and going above and beyond to create experiences for the consumer.

The three macro trends I believe will be key to the wine category are health and wellbeing, sustainability and a purpose-led brand philosophy, and going above and beyond to create experiences for the consumer.

[yellow tales] Issue 2, 2021 | 35 [yellow tales] Issue 2, 2021 | 35

10 minutes with Libby Nutt

Health and Wellness - Consumers, and younger consumers in particular, are increasingly aware of health and wellbeing. As an example; eating healthily with people adopting healthconscious diets and consumption patterns such as organic, vegetarian and vegan disciplines. The wine category can learn from how other beverages have successfully tapped into this trend including energy drinks, hard seltzers, beer and spirits.

Brands with purpose - As a result of the chaos of 2020-21, consumers expect more from the companies, brands and products they adopt and support. They want to feel they are making a difference through the brands they purchase and consume. Momentum behind this will only continue to build, and established brands like [yellow tail], need to play a role in these conversations in an authentic and genuine way.

Creating experiences - I think it is fair to say everyone is missing social interaction and sharing life experiences with family, friends and loved ones. I'm sure we can all list a number of celebratory occasions and milestones we have missed as a result of the pandemic. As and when life returns to some form of normality, there is likely to be a lot of pent-up demand

for social closeness and making up for lost time. Wine will inevitably have a role in those occasions and experiences. [yellow tail] is the perfect brand for this as our philosophy has always been to be the wine that brings people together. I'm excited at the prospect of really owning this opportunity through creating meaningful experiences and moments of connection for our consumers.

What big changes do you anticipate to see in wine marketing in the next few years?

It is no secret that the pandemic has accelerated the digital experience across all product categories and age demographics. Consumers are seeking online brand experiences that extend beyond simply adding a product to cart. In today's fast paced world, e-commerce must be viewed as more than just an online shopping trolley. The shift to e-commerce needs to be supported by the right infrastructure and technology to ensure a seamless digital experience for the consumer, such as personalisation and high levels of customer service, in order to create long term loyalty. This inevitably means digital marketing investment will be key for both brand awareness and converting that awareness to sales. Social

media will continue to play an integral role as a channel to tell brand stories of people and places, and create a real point of difference that consumers are seeking.

As I said before, brands that stand for something and align with consumers' values will succeed over those that do not. We are placing a huge amount of focus on social responsibility and implementing sustainability strategies at a corporate level which will give us permission to leverage our purpose and values across our brands. For [yellow tail], it is our intent to communicate our contribution to relevant causes through brand marketing and I expect to see this play an increasingly significant role in our global communications strategy.

There is no denying anti-alcohol lobbying is taking place and with numerous anti-alcohol studies and health organisations advocating to moderate and reduce alcohol consumption, we can expect to see Governments around the world promoting additional restrictions on alcohol marketing. This, coupled with a desire for transparency from consumers, is also likely to require wine brands to evolve labelling declarations to list ingredients and calories.

As an industry we really need to be on the front foot with this, and as a business committed to exploring new product development opportunities.

Ongoing innovation will be key to unlocking long term growth. Leveraging consumer driven trends through innovation will allow us to grow the brand through products that target new consumers and/or occasions. [yellow tail] needs to remain fresh, relevant, engaging and distinctive to current and future drinkers.

What final thought would you like to leave readers with?

We are so fortunate to have such a unique, strong and powerful global wine brand. At the heart of it all, we will always bring to life our philosophy to look on the bright side and engage with consumers in a way that brings a smile to their faces. I'm very excited for the next chapter - there is still so much opportunity for [yellow tail], and I know we have the passion, the people and the ability to ensure [yellow tail] is the world's most loved wine brand for years to come.

At the heart of it all, we will always bring to life our philosophy to look on the bright side and engage with consumers in a way that brings a smile to their faces.

NEW [YELLOW TAIL] WEBSITE

The Marketing team is developing a new brand home for [yellow tail], that will be easier for consumers to navigate and learn all about our range of wines, no matter where they are in the world.

The new website will have a contemporary look and feel and bring our new 'happiness' positioning to life. Stay tuned!

Evolving the [yellow tail] brand story & positioning

[yellow tail]'s success comes from winemaking excellence, but it also requires marketing excellence to ensure the brand remains relevant to consumers. It's important to constantly refresh [yellow tail]'s positioning, in other words, how [yellow tail] is viewed by consumers and how it differentiates itself from other wine brands.

At the heart of any campaign is our desire to connect [yellow tail]'s unique personality and great tasting wines with target consumers.

From 'Creating moments of fun in an overly serious world', [yellow tail]'s purpose has evolved to 'Bring happiness to everyone's table'. We would love [yellow tail] to be the wine brand that brings people together to

enjoy wines that are vibrant, flavoursome and approachable, making even everyday moments ones to treasure.

This was the initial winemaking philosophy of Filippo Casella when he first started making wine at the original family winery, so we love that we can continue to build on this sentiment all these years later.

ANNA CZARNOCKA, [YELLOW TAIL] GLOBAL MARKETING MANAGER

OUR VISION:

WHERE WE WANT TO BE

Our vision is to create an inclusive world with a positive spirit that's contagious.

OUR PURPOSE: WHY WE ARE HERE

Our aim is simple: To bring happiness to everyone's table.

OUR BRAND PERSONALITY:

WHO WE ARE

Optimistic & easy going.

Charismatic & vibrant.

Genuine & warm.

Fun loving & loveable.

A little bit quirky with a glint in our eye.

OUR BRAND CHARACTER:

OUR ATTITUDE

¥ We have a refreshingly simple outlook and always look on the bright side of life.

¥ We know every cloud has a silver

OUR PRINCIPLES:

WHAT WE STAND FOR

¥ Uncompromising Australian quality and deliciousness.

¥ Bringing people together in everything we do.

¥ Having an Aussie spirit that lights up the world.

INTERVIEW BY FRANKIE HARDING, COMMUNICATIONS MANAGER

20 minutes with John Casella

Being around grape growing and winemaking from such a young age, did you always want to, or expect to, make your way into the wine industry?

My family has been making wine since 1969, when I was ten, so I was exposed to it from an early age. It wasn't my initial intent but when I came to considering what career path I wanted to take, the wine industry didn't seem like a bad option, given the family was already involved. I transferred from a Bachelor of Arts to studying winemaking in 1979.

You had a career in winemaking before returning to the family winery and later having the foresight to create [yellow tail]. Do you remember the exact moment when you felt you were really onto something special?

We used to have a fax machine that would print the orders as they came through overnight. One morning I came into the office and there were reams of paper all over the floor. We were used to getting one or two orders, and we were now getting 15-20 orders overnight. That told us we were onto something fairly big!

How did it feel to have so much success in those first few months?

It was exciting but my worry was always that it

would slow down, that it was just a one off or burst of activity and the demand would start to diminish. But we didn't ever see any signs of a slowdown; in fact it was the opposite!

What were some of the biggest challenges you faced when growing the business?

The biggest challenges we faced as the business grew exponentially was grape supply and finance. Given that volume was totally above what would've been envisaged or expected, we had to meet that volume quickly and to a certain quality standard. Quality has always been a priority and continues to be one of the strongest attributes of [yellow tail]. Financially the challenges were great. We spoke to our partners, the Deutsch family, and they agreed to change the 90 day payment terms to 7 days and that changed the financial dynamics for us quite significantly. We were then able to maintain our relationship with our suppliers; paying them on time and buying enough bulk wine to supply the orders, so it all came together quite nicely. In hindsight, the 7 day payment agreement with the Deutsch's was crucial to growing the business as it provided the financial security and cash flow we needed. Another challenge was having the capability

required for bottling and being able to meet demand. At the time, we bottled at 5-7 different sites simultaneously. Yenda ran 24/7, we had 2 or 3 local wineries we were using for packaging... so just coordinating all this, and making sure the quality was consistent in every bottle was a big job.

If you reflect back, is there anything that you would change or would have done differently?

There's always something you could have done better, but all in all I'm happy with the way we have done things and the decisions made. I think we've done exceptionally well to take a small and unknown family owned wine business to the world stage, and to achieve the level of success and respect we have within the industry. We wouldn't be Australia's biggest family wine company or have the world's most loved wine brand if we hadn't got a lot right. Success like this doesn't happen very often and I'm proud of everyone's contribution over the years.

One of CFB's company pillars is Entrepreneurial Spirit. Do you believe that attitude or approach is in your DNA, or is it a mindset that you've had to learn?

Often when we think of entrepreneurship

Quality has always been a priority and continues to be one of the strongest attributes of [yellow tail].

with

we think of brilliant, big ideas. To me being entrepreneurial isn't always about brand new products and shiny things, it's about everyday ideas too. It's about being clever enough to make the best use of what you have already, in anticipation of the bigger ideas. In our business, it's actually very important from the smallest end of the business to the biggest end, because you can't feed into the big ideas if you haven't got small ideas.

You need to have entrepreneurial spirit and innovation across the business but that needs to be balanced with being a financially stable business. The reason it is one of our 4 pillars is because I want to encourage everyone to think differently, or approach something in a different way, in their day to day work. That's where each individual has the opportunity to make a difference.

To that point, continuous improvement is important to you and looking at what we can be doing better?

Exactly, that's what I'm saying. There's always a better, more efficient or less costly way to do things and that's what we need to keep looking at. It's not just about the bottom line of the business, it's about maintaining our competitive

edge in a very competitive industry.

Wine is a fairly small industry compared to other industries, yet it's very, very competitive on a global scale. More than 60 per cent of Australia's wine production is exported and it's important to remember that in Australia, when it comes to exporting goods, we are at a disadvantage. We have a strong currency and very high labour rates and we are competing with countries that have got lower labour rates, sometimes one quarter or one fifth of Australia's, and currencies that are much weaker. We are up against some serious challenges to remain competitive.

With access to overseas markets crucial to the growth of the Australian wine industry, what are some of the challenges the industry faces?

The main challenges are related to trade measures such as costs and tariffs imposed on imports that alter the price of the imported product relative to the domestic product. As we have recently experienced with the extremely high tariffs imposed by China, it can make the price of Australian wine prohibitive, or less competitive. If we look at a market like the US, where countries like Argentina and Chile have a considerable number of mass producers and can make their wine from a lower cost base, it means

that we are competing with other export brands and competing with domestic producers. That's why to remain competitive it's so important to maximise efficiency, create a product that is significantly better and build strong brands such as [yellow tail], that continue to appeal to consumers.

It also highlights the importance of growing our brands to support the domestic wine industry. Consumers are increasingly seeking locally produced products and in addition to [yellow tail], we are fortunate to have a fantastic portfolio of wines from some of Australia's premier regions, for every occasion and price point.

What do you see as being the opportunity?

The Australia-UK FTA is a fantastic outcome for the industry, for both the UK and Australian wine and spirits producers alike. From an export perspective it can only strengthen the opportunity for Australian wine producers by removing unnecessary tariffs, and will give British consumers a more diverse range of quality Australian wines to choose from.

The UK is one of the fastest growing markets for [yellow tail] wine, seeing 38% growth (MAT April 2020 v 2021), and is now our second largest

market. We are also investing in growing our premium brands, such as Peter Lehmann, so this news comes at a very exciting time for us.

Considering how the landscape has changed over the years, has your ambition for [yellow tail] changed?

For me the ambition now is that we maintain our position in a very competitive global industry. I think we can achieve this through product improvement, strategic brand marketing and working together with our customers and partners.

Despite the challenges I've touched on, we've got a great brand with a very modern, efficient facility. We are supported by a fantastic workforce that is dedicated and capable. My vision is that we use all those advantages and create products that over deliver, which is what [yellow tail] is all about.

Where would you like to see [yellow tail] in the next 20 years? What's your dream?

I think to stand the test of time, it's a matter of how we connect with our consumers around the world, and how well we work with our customers around the world, to maintain their enthusiasm for the brand.

Looking to the next 20 years, I anticipate there

To me being entrepreneurial isn't always about brand new products and shiny things, it's about everyday ideas too.

It's about being clever enough to make the best use of what you have already, in anticipation of the bigger ideas.

20 minutes with John Casella

will be more challenges than what we've had to face in the last 20 years. If we have a new product to launch such as PURE BRIGHT, we need to work with customers (retailers and importers) so that consumers can get to it, and then to keep the customers on side, we need to make sure consumers continue to buy it. There is a lot of work to be done because we only have the support of our customers (retailers) if we have the support of our consumers.

So it's all about remaining relevant?

Exactly. Relevant to both our customers and consumers. We can't ever forget we are working with two sets of stakeholders, because we can't satisfy the needs of one without the other.

As we celebrate the 20th anniversary, what has been a particularly proud moment or your biggest accomplishment?

I think being awarded the World's Most Loved Brand by Wine Intelligence's Global Power Index for four years running. Given what I said earlier about the thousands of wine producers around the world, we are a little winery in Yenda that nobody knew about 20 years ago. Keeping the whole entity in family hands as well is a great achievement.

That leads me to another question; how

important is it to you that [yellow tail] remains a family owned brand?

It's critical and I'd like to see it continue for generations, although that won't be up to me to decide! But certainly the intent at this stage is to keep it in the family, continue to grow the brand and leave a legacy. Being at the forefront of such a successful business makes you an inspiration to many. Where do you get your inspiration from?

What really inspires me is the success stories where people have had to overcome challenges or adversity, whether that be inside the wine industry or outside the wine industry. Coming from a family that migrated to Australia with very little but a dream to build a better life, I'm always inspired by similar stories of families or people starting out with nothing and working tirelessly and passionately to create something meaningful. The scale doesn't really matter or define the success, it's the journey and challenges someone has overcome in order to achieve success that I find inspiring.

It's about the achievement itself, not the level of achievement?

Exactly; and the difficulty they faced in getting to that achievement. Those success stories are

every bit as inspirational as the ones about the entrepreneurs who have created something huge, like Apple or Microsoft.

If you could give your younger self one piece of advice what about it be?

I think I was quite lucky when I decided to change courses and went from a Bachelor of Arts to study winemaking, but really the best advice I could give anybody is to apply yourself to something and use all the resources you have available to you. I think it is important to stay dedicated and to find your passion. You need to be passionate about what you are doing and that then brings other attributes into play. If you are passionate, you become creative and tend to produce more than what you would have otherwise. It's not just limited to business, it is in your personal life as well.

Talking of personal life, I imagine that work consumes a huge amount of your time, but what do you like to do to in your spare time?

There's not a lot of time that's true, but I enjoy bush walking, cooking and baking.

What's the John Casella special?

There's nothing better than a bit of eggplant, fresh tomatoes and pasta. It's simple, quick and always delicious. The Pasta alla Norma recipe we

enjoyed at the global conference in 2016 is one I make regularly at home for my family.

And baking as well?

A little bit of bread, or pizzas, whenever I get time.

Finally, what's your favourite [yellowtail] wine?

At the moment I'm enjoying [yellow tail] Pinot Noir. PURE BRIGHT Pinot Noir is also pretty good for a mid-week glass!

Thanks for your time John, it was a pleasure catching up with you. Congratulations on the great success of [yellow tail] and we all look forward to the next 20 years.

You need to be passionate about what you are doing and that then brings other attributes into play.

OUR FAVOURITE [YELLOW TAIL] COCKTAILS

RED HOT CHOCOLATE

Long winter nights call for a tall, dark and tasty cocktail.

INGREDIENTS

• 1 bottle [yellow tail] Merlot

• 2 cups coconut cream or milk

• 100g dark chocolate

• 1 tbsp brown sugar

• Dash of salt (to taste)

• Dash of cinnamon (to taste)

• Dash of nutmeg (to taste)

• Marshmallows and whipped cream to garnish

PREPARATION

Combine coconut cream/milk, chocolate and sugar in a large saucepan over a medium heat. Whisk and add the salt, cinnamon and nutmeg to taste. Keep whisking until the mixture is smooth and steaming, then add the [yellow tail] Merlot. When all the ingredients are combined and hot, remove from heat and serve.

Top with marshmallows, shaved chocolate or whipped cream.

ROSÉ FROSÉ

Wine cocktails are becoming more and more popular especially for younger consumers.

Here are some of our favourites, perfect for any season, for red, white, rose or bubbles lovers!

You can find all our [yellow tail] cocktail recipes on our social media channels and on our website.

Why not try one to celebrate [yellow tail]'s 20th birthday?

Jump on board with this popular trend and create your own Frosé at home.

INGREDIENTS

• 1 bottle [yellow tail] Rosé

• 1 cup strawberries

• 1/2 cup sugar

• 1/4 cup vodka (optional)

PREPARATION

Pour 1 bottle of [yellow tail] Rosé into a large container and freeze overnight. Keep in mind that because of the alcohol content, the liquid

won't completely freeze.

In a glass jar, combine 1/2 cup of sugar and 1/2 cup of boiling water. Stir until sugar dissolves, then blend together with 1 cup of strawberries and set aside. Add the almostfrozen Rosé to the empty blender with 4 tbsp of your strawberry mix. Option to add 1/4 cup of vodka, then blend until smooth and serve!

Enjoy Responsibly

•

If you love honey, the Bumble Bee Bevvy is one for you!

INGREDIENTS • 1 bottle [yellow tail] Bubbles • 4 tbsp. honey • 3 tbsp. hot water • 4 tsp. fresh lemon juice • Mint sprigs to garnish

PREPARATION

Put honey and hot

water in a jug, stirring until the honey dissolves.

Let it cool before adding lemon juice and Bubbles to the mix.

Top with ice, a lemon slice, a mint sprig, and another drizzle of honey to get all the bees buzzing.

Think pink and try making your mulled wine with rosé for a lighter, yet still warming and aromatic alternative.

PREPARATION

• 1.5 tbsp brown sugar

• 2 cinnamon sticks

• 2 star anise

• 3-4 cloves, plus more for garnish

• 1 apple, cored and sliced

2-4 mandarin segments

Put all ingredients in a large pot and simmer for half an hour, minimum. Pour into heatproof glasses, garnish with a cinnamon stick or star anise and mandarin segments, and enjoy all autumn long!

INGREDIENTS • 1 bottle [yellow tail] Pinot Noir • 750g frozen berries • 2 cups ginger ale • 2 tablespoons sugar • Fresh berries (to serve)

PREPARATION

Place the [yellow tail]

Pinot Noir, berries and sugar into a large blender (alternatively, do half

batches in a small blender). Blend until well combined but not pulverised. Mix in the ginger ale with the blended ingredients. Pour mixture into a large freezer-friendly container and freeze for at least 6 hours. Remove from freezer and break apart. Spoon into wine glasses and garnish with fresh berries.

Think pink and try making your mulled wine with rosé for a lighter, yet still warming and aromatic alternative.

INGREDIENTS

1 bottle [yellow tail]

Sauvignon Blanc

1/2 juice ruby grapefruit

50g sugar (or to taste)

1 tbsp lime juice

200ml soda water (grapefruitflavoured if available)

Rosemary garnish (optional) Ice cubes (optional)

PREPARATION

Have the coolest wine cocktail heading into Summer with this very berry INGREDIENTS • 1 bottle [yellow tail] Rosé

Place grapefruit juice, sugar, lime juice and soda water in a large pitcher. Stir gently to combine ingredients. Add [yellow tail] Sauvignon Blanc slowly and stir to combine. Using a fine mesh strainer, pour juice mixture into your serving glasses (unless you love the pulp!) Garnish with rosemary and add ice cubes to taste.

A die-hard [yellow tail] fan with the 'Roo tattooed on their arm

Consumer Reviews

"Hello, I just wanted to send you a message to tell you how much joy your wine has brought to me over the years. I was introduced to [yellow tail] when I lived in Vancouver, Canada, continued to drink it while living in Europe and now that I live in New York, USA, it is still my favourite wine to buy! There is something about [yellow tail] that tastes like home to me. Thank you for bringing me the comfort of home, affordably, all over the world."

Anna, USA

"Hello. My name is Tracey and I discovered the new Pure Bright Sparkling two days ago. I love it, I love it, I love it. I have always indulged in [yellow tail] Bubbles, now this is my drink of choice and I will be telling my other bubble drinking friends that this is the go. Oh, I just love it and they will to. Well done!!! and thank you for making such a lighter and still great tasting bottle of sparkling wine/bubbles. Keep up the great work and again, thank you." Kindest regards, Tracey Lee Hobbs

"My husband brought home [yellow tail] Bubbles last night for Valentine's Day. AMAZING! This was the first time we had tried [yellow tail] and it is now our favorite bubbly :) The re-usable cork is phenomenal!"

Lisa Kwiatkowski

[yellow tail] fans

Yellow-Footed Rock Wallaby

[yellow tail] Reserve

[yellow tail] Pinot Noir

Prosecco

Germany

Jammy Red Roo

Shiraz and Chardonnay 2. Chardonnay, Shiraz and Cabernet Sauvignon

AAnswers for the [yellow tail] quiz

[YELLOW TAIL] QUIZ

1. What were the first two [yellow tail] varietals launched?

2. What are [yellow tail]'s top 3 varietals in the world?

3. Which [yellow tail] varietal is sweet, jammy and loved by the Brits?

4. What is our biggest European market outside of the UK?

5. Which [yellow tail] varietal can only be sold in Australia?

6. What is John Casella's favourite [yellow tail] varietal?

7. What [yellow tail] range can only be found in Asia?

8. What is the animal on the [yellow tail] logo?

9. What is the name of the best-seller business book that features [yellow tail] as a key business case study?

10. From 2001 - end May 2021 we produced 1,810,240,275 litres of [yellow tail]. How many Olympic sized swimming pools would this fill?

Here are some questions, see if you can answer them. The answers can be found on page 50