“Take it or leave it!” is how they market wines, and it is definitely not a passing fad, according to Thomas Summer, the chief financial officer, Yellow Tail. Critters have continued to attract young legions to wine. Yellow Tail guys have spent $150mn to make the kangaroo appear bright and fuzzy as a label. On the other hand, Summer points out that the range of critter concept is going to dilute its effect on the brand in future. Despite Kangaroo and the recent Monkey Bay with a green looking monkey on the label, traditionally labeled wines still dominate marketing. But ultimately no matter what the label symbolizes or represents, it is the taste of wine that makes more and more youngsters gulp it dry. Wine Label
