January (No. 492)
Come on over, America loves you – Motto
International wine industry guru Vic Motto has warned Australian wine exporters not to become complacent about product development in the wake of what he termed, “the [yellow tail] phenomenon”.
Motto, chairman and CEO of Global Wine Partners in the Californian Napa Valley, told the Australian Winegrape Conference (November 18) in Mildura that while there were lessons to be learned from the [yellow tail] success story, it was unlikely to be long-term.
“There is a new generation aged nine to 27 called the millenials, and the ones in their 20s are the people of [yellow tail],” Motto said.
“They are embracing wine at twice the rate of the previous group of 20 year olds, and they like [yellow tail] because it is not their parents’ wine, it’s fun, and it’s sweet and fizzy.”
But Motto said it was also a generation that constantly changed its tastes.
NOTE: The complete article can be found in the January issue of The Australian & New Zealand Grapegrower & Winemaker.