Yellow Tail is an Australian wind brand that began in 2001 (Marion, 2016). Yellow Tail’s brand positioning and target market increased the popularity and reputation of the product (Marion, 2016). Their goal was to produce a product that would reduce the complexity of wine tasting, range, and vineyard prestige, create easy drinking, selection, raise retail involvement and price versus budget wines, and eliminate complex terminology, aging qualities, and above-the-line marketing. Yellow Tail pursued a “Blue Ocean Strategy” to avoid overcrowded markets in the wine industry and appeal to a variety of consumers (Marion, 2016). Yellow Tail was able to use a combination of mechanistic and emotional branding strategies (Marion, 2016). The brand