In a profile of wine marketer Yellow Tail, CMO magazine bumps an emerging trend in product development and marketing: simplicity. We now have so many options, so much pressure to become educated consumers about everything we buy, that Yellow Tail is succeeded by making the decision process easier on the consumer. Part of that process is providing a product that is above average in quality, as well.

Straight Up – Editorial – CMO Magazine.

But while other wineries focus on prestige, Yellow Tail’s maker has introduced simplicity into the mix. Casella Wines replaced hoity-toity attitudes with pure and simple fun. In doing so, it didn’t just steal sales from competitors—it actually grew the market, says W. Chan Kim, coauthor of Blue Ocean Strategy.