Wine Consumer Culture Positioning: Case of the Global Success of Yellow Tail and Casillero Del Diablo

This paper qualitatively discusses through the lens of consumer cultural positioning literature the global success of two wine brands: Yellow Tail of Casella Wines of Australia and Casillero del Diablo of Concha Y Toro of Chile. These two brands have made meaningful gains in many markets across the globe despite the high fragmentation in the world of wine and have mad themselves stand out as icons of “global” brands in the wine world. Analysis of secondary data reveals that the marketing actions of the two brands align with findings from branding literature. Both brands identified different but meaningful consumer cultural trends of wine consumption across the world and positioned themselves as symbols of the same through their marketing operations. They were able to successfully position themselves as foreign brands with a global and local appeal