It's an interesting counter example. I don't consider myself much of a wine connoisseur (I rarely drink at all). I do like to pay attention to it a little from

It's an interesting counter example. I don't consider myself much of a wine connoisseur (I rarely drink at all). I do like to pay attention to it a little from a business perspective. It's one of so many interesting case studies of the differences between the perception of how it works and is owned and how it actually is. It doesn't hurt that I actually spent a bunch of my teenage years picking grapes in a wine region in Australia. The fact that I can follow them from how their grown and fill in the ownership of the wine companies and the marketing. Case in point, I'm in Estonia at the moment and among the Australian Wines on sale here is Yellow Tail. In Australia however it doesn't have much of a reputation. IMO It's not what you would pick if you were looking for a 'nice' local Australian wine. Yet it has global distribution and reach (I've seen it elsewhere as well).