Isabell & 晴格格
眼睛累了不想看屏幕？在路上不方便阅读？您可以来听作者们为您朗读的这个博客喔！Don’t feel like reading? You don’t have to! Tune in to listen to our authors read you this blog.
英文原声 – English by Isabell
中文原声 – Chinese by 晴格格
Life in Italy after WWII and Mussolini was difficult, between 1945 to 1946, the cost of goods doubled; the cost of life was 20 times higher than in 1938. Unemployment rates sky-rocketed and the value of the “lira”, the Italian currency at the time, collapsed; in one year, recovery was slow, the transition from war to “peace” in industry was difficult and there were no commodities. Food rationing brought to diffuse the black market that had developed. Thus, post war economic depression as well as the political climate caused a lot of upheaval for families trying to create liveable conditions. There were struggles between the Italian Communist and Socialist parties, as well as the Christian Democrats, all trying to grab power after King. Concurrently, the cold war between Russia and the US was heating up and the resulting economic struggles were particularly hard on the already hard-hit iron and steel industries, as well as the agricultural communities.
The Casella family living in Sicily throughout this period were a winemaking family, one that stretched back at least five generations (their winemaking past goes back further than 1820). They had a modest production with their own primitive press on their farm, and grapes were still crushed by foot. Merchants would visit occasionally and buy wine, taking it with them to the Italian mainland. But the Casella’s dreamed of a better life for them and their children, so in 1957 they took it upon themselves to emigrate from Italy.
Filippo and Maria chose Australia, a country that had stabilised itself after the war, a place full of opportunity and open spaces, somewhere that they could realise their full potential. Twelve years after coming to the continent, in 1969, they set about building their dream of a vineyard, choosing the small town of Yenda, in the New South Wales Riverina region. Today, the vineyards grow Moscato, Riesling, Semillon, Sauvignon blanc, Pinot gris, Chardonnay, Pinot noir, Merlot, Grenache, Shiraz and Cabernet Sauvignon among others. New South Wales is well-known for its warmer climate varieties such as Shiraz and Cabernet Sauvignon, they do well in the hot and dry climate of this region. The soil composition is varied, with clay, loam and sandstone being the most commonly found.
Filippo和Maria选择了澳大利亚，一个战后稳定下来的国家，一个充满机遇和开放空间的地方，一片他们可以充分发挥潜力的热土。1969年，在来到澳洲大陆12年后，他们开始了建造葡萄园梦想。选址在新南威尔士瑞福利纳地区的小镇Yenda。如今，葡萄园种植麝香（Moscato）、雷司令（Riesling）、赛美蓉（Semillon）、长相思（Sauvignon Blanc）、灰比诺（Pinot gris）、霞多丽（Chardonnay,）、黑比诺（Pinot noir）、梅洛（Merlot）、歌海娜（Grenache）、西拉子（Shiraz）和赤霞珠（Cabernet Sauvignon）等。新南威尔士州以其适宜温暖气候的品种而闻名，如西拉子和赤霞珠，它们在该地区炎热干燥的气候中表现出色。土壤成分多种多样，粘土、壤土和砂岩是最常见的。
The Casella’s did well during the 70’s, 80’s and 90’s, they had also raised a family into the wine-growing tradition and it was only natural that their son John take over as Managing Director of the business. Today he runs the company along with his brothers Joe and Marcello, and Joe’s son Daniel. The real success story came about in 2001 when John realised there was a space open to bring their kind of winemaking to the international stage, “to bring family and friends together at any occasion”. So, the [Yellow Tail] brand was born in 2001. Prior to its launch in 2000, the Casellas joined with W.J. Deutsch & Sons, a family-owned marketing and distribution firm to distribute Yellow Tail wines in the United States. In 2001, it sold 200,000 cases, a number that jumped to 2.2 million the next year. Yellow Tale wines are iconic, each bottle has the same logo with a different color background depending on the type of wine.
卡塞拉家族在70年代、80年代和90年代经营有道。他们还把葡萄酒种植酿造培养成家族传统。因此，他们的儿子 John 接任该企业的总经理是水到渠成的。今天，他和他的兄弟Joe、Marcello以及Joe的儿子Daniel一起经营公司。真正的成功故事发生在2001年，当时John 意识到有一个市场空间让他们类型的酿酒公司走向国际舞台，“在任何场合都能让家人和朋友聚在一起”。所以，[黄尾袋鼠]品牌诞生于2001年。在2000年，于品牌推出之前，卡塞拉家族与多伊奇父子公司（W.J. Deutsch & Sons)联手，在美国分销黄尾葡萄酒。2001年，它售出了20万箱，第二年这个数字猛增至220万箱。[黄尾袋鼠]葡萄酒是标志性的，每瓶都有相同的袋鼠标志，根据不同葡萄酒的类型有着不同的背景颜色。
John attributes the international success of this brand (one of the most successful wine brands in the world) with a bit of luck and a good economic climate on his side. The Australian dollar against the US was good, the 2001 Summer Olympics was drawing people to Australia as well which meant the stage was set to bring a good quality wine at an affordable price to consumers who were craving something interesting and not haughty. The branding is something of a fantastic stroke of luck as well according to John, although perhaps this was just incredible foresight by this modest Casella, who purchased the iconic wallaby image label from a company called Just Add Wine, who were offering it to the industry, in an article by Asian Correspondent, John notes “We thought the image captured the spirit of Australia very well. As for the square brackets, it came like that. It was at the height of the dotcom boom and gave a reflection of being modern and with the times. I think it still works though and the label would look bare without it.”
John把这个品牌(世界上最成功的葡萄酒品牌之一)的国际化成功归功于他的一点儿好运气和良好的经济环境。澳元对美元的汇率很好；2001年夏季奥运会也吸引了人们来到澳大利亚，这意味着这个舞台将为渴望有趣而排斥傲慢的消费者带来一款价格实惠的优质葡萄酒。约翰说，品牌也是一种神奇的幸运，尽管这也许只是这位谦虚的卡塞拉不可思议的先见之明，他从一家名为“Just Add Wine”的公司购买了袋鼠形象标志的标签，并在《亚洲记者》的一篇文章中指出，“我们认为这个形象很好地捕捉了澳大利亚的精神。至于方括号，它是这样来的: 在网络繁荣的鼎盛时期，这个符号反映了现代和与时俱进。我认为它仍然有效，如果没有它，标签会显得光秃秃的。”
Back in 2010, it became clear that the up and coming Asian market was a challenge they wanted to take on and since then, they have been breaking ground and conquering this beast. Today there are over 48 million urban upper-middle class drinkers of imported wine in China and many of these people have a growing disposable income, coupled with improving distribution logistics for wine. It has also helped that increasing numbers of consumers are purchasing wine for personal consumption, the evolving market has been driven by a diversifying base of wine consumers, as younger, more experimental and open-minded consumers start drinking wine.
And so, the climate looks good for the Casella family winery and their [Yellow Tail] brand, we wish them luck and even more success as they continue to dominate!
Photo credits: https://www.yellowtailwine.com/our-story/ and Instagram: Yellowtailwineusa and Instagram: wbmmagazine