Soutter had bought the name and distinctive kangaroo label off the shelf from an Adelaide designer.

FORBES: Magazine Article

Three years ago John Casella hired Soutter away from export-oriented Cranswick Estate to aim for sales abroad.

FORBES: High-tailing it

The joke Down Under is that John Soutter should be fired for getting his sales projections so wrong.

FORBES: Magazine Article

"We sacrificed profit today as an investment in the brand's future, " explains Soutter.

FORBES: Magazine Article

Getting this petit cru onto American shelves was Soutter's next triumph.

FORBES: Magazine Article

With the failure of Carramar, Soutter knew that he needed something else to offer Deutsch--how about 50% equity on the Yellow Tail brand in North America?

FORBES: Magazine Article

Demand grew stronger, sending Soutter to the bulk wine market and eating up the 75-cents profit Casella was said to see on each bottle (the company won't discuss margins).

FORBES: High-tailing it

When Soutter, general manager of Casella Wines, persuaded a U.S. importer to take on his Yellow Tail brand in June 2001, he expected to sell 25, 000 cases the first year.

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Intrepid Soutter got an idea: why not lower the bar a bit on the oak barrels and aging time and bring a palatable product to the American market for a dollar or two less?

FORBES: High-tailing it

Soutter bought the Yellow Tail name, label and in-store marketing program off the shelf from the Adelaide design house Just Add Wine just after arriving from performing a post-mortem on Carramar in New York with W.J.

FORBES: High-tailing it