The Casella family: bringing Italian winemaking to Australia and then to the world 卡塞拉家族: 将意大利酿酒工艺带到澳大利亚、再带到全世界!

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

[Yellow Tail] Chardonnay and Cabernet Sauvignon, just two of the Casella winery’s creations. / [黄尾袋鼠] 霞多丽和赤霞珠,两款由卡塞拉家族的创作的葡萄酒

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. 

二战和墨索里尼(Mussolini)后意大利的生活很艰难,从1945年到1946年,商品成本翻了一番;生活成本比1938年高出20倍。失业率飙升,当时的意大利货币“里拉”价值暴跌;一年之内,复苏缓慢。工业从战争向“和平”的过渡格外困难,此时、没有商品。食物配给使得已经发展起来的黑市扩散开来。因此,战后的经济萧条以及政治气候给那些试图创造宜居条件的家庭带来了巨大的动荡。意大利共产党和社会主义党以及基督教民主党之间在争斗,都试图在国王之后夺取权力。与此同时,俄罗斯和美国之间的冷战正在升温,由此引发的经济斗争为已经遭受重创的钢铁行业以及农业社区再度雪上加霜。


Filippo and Maria Casella in Yenda, NSW Australia / Filippo 和 Maria卡塞拉在 Yenda,新南威尔士,澳大利亚

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. 

这一时期、生活在西西里岛的卡塞拉家族是一个酿酒世家,至少可以追溯到五代人(他们的酿酒历史可以追溯到1820年之前)。他们的农场有自己的原始的、仍然采用脚踩葡萄的压榨的产量不多的葡萄酒。有商人会偶尔到访,购买葡萄酒,并将葡萄酒带去意大利的内陆。然而卡塞拉夫妇梦想着他们和他们的孩子能过上更好的生活,所以在1957年他们决定从意大利移民。


        Maria and John Casella at the harvest / Maria 和 John卡塞拉在采收季

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。

John Casella, mastermind behind the [Yellow Tail] brand / John 卡塞拉,[黄尾袋鼠]品牌背后的智囊

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。

[Yellow Tail] Shiraz 2014 / [黄尾袋鼠] 2014年份西拉子

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。”

[Yellow Tail] Merlot 2014 / [黄尾袋鼠] 2014年美乐

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. 

早在2010年,很明显,新兴的亚洲市场是他们想要应对的机遇和挑战。从彼时起,他们一直在开拓和征服这只野兽。如今,中国有超过4800万城市中上阶层的进口葡萄酒饮用者,其中许多人的可支配收入在不断增长,同时葡萄酒分销物流也在改善。这也有助于越来越多的消费者购买个人饮用的葡萄酒。随着更年轻、更愿意尝试和思想开放的消费者开始饮酒,葡萄酒消费者的多样化推动了市场的不断发展。

The Casella Vineyards in NSW, Australia / 卡塞拉葡萄酒,新南威尔士,澳大利亚

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!

因此,卡塞拉家族酒庄和他们的[黄尾袋鼠]品牌依旧蒸蒸日上、未来可期!我们祝他们好运,继续占据市场主导地位、并取得更多成功!

Photo credits: https://www.yellowtailwine.com/our-story/ and Instagram: Yellowtailwineusa and Instagram: wbmmagazine

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