Australia dumbing down wines

[Craig Camp]

Following on from the runaway success of the wine brand Yellow Tail, larger Australian producers are set to cash in on the so-called ‘fun’ brands.

[Brad Ballinger]

More wine is sold as a result of marketing than as a result of what's in the bottle. That's not necessarily a stunning revelation by the way.

Going back many years ago, Sutter Home saw the sale of their white zinfandel increase dramatically (I want to say over 200%, but I can't be completely certain) when they went from green bottle to clear bottle and paper label to the clear, pressure adherent label.

[syspila]

while not to underplay the importance of marketing, those companies are missing the point if they think yellow tail sold 'cause of the label.

i bought several bottles last year at 4.99. and would again this year. i wouldn't buy a bottle at 6.99 though. hard to beat for $5, not hard for $7