Does Yellow Tails Success Hurt Higher-Priced Australian Wines?
The success of Yellow Tail has been a bit of a double-edged sword for Australian wines overall. While consumers around the world have been exposed to a quality wine at a good value, there is a concern that American consumers might not accept Australian wine at higher price points. “I would argue that Yellow Tail has been a wonderful courier or messenger to talk to Americans about wines from Australia, but only at $6 to $8 a bottle,” said Peter Click, CEO of Click Wine Group, importers of an array of premium and boutique Australian wine brands (including Jackaroo, 2 up and Dahnwhinnie, as well as brands such as Fat Bastard from France and Bootleg from Italy). “What Yellow Tail has done [in the marketplace] is very positive, but the danger is that Americans perceive Australian wine as homogenized, and it absolutely is not. We have to be careful and diligent, those of us who specialize in high-quality wines with a sense of place, that we are voicing that in the marketplace.” Fredrikson fe
