Waiter, I'll Have the Pizza Wine

Americans' interest in wine has been on the rise for decades, but it was the phenomenal success of a little-known Australian brand that really shook up the U.S. wine industry. Thanks to a stand-out label with a black-and-yellow wallaby and a solid distribution plan, Yellow Tail became the No. 1 imported wine in the U.S. within a few years of its 2001 debut, transforming its producer, Casella Wines, from a small mom-and-pop winery into one of the largest in Australia (see BusinessWeek.com, 3/10/04, "Grape Expectations: It's a Matter of Taste").

Yellow Tail's wallaby spawned a whole menagerie of copycats—ACNielsen reports that of the 438 table wines introduced between 2003 and 2005, nearly one in five featured an animal on the label. (And they outsold bottles without them by more than two to one.) But the success of so-called "critter wines" also introduced the industry to a new generation of 20-something wine-drinkers that experts say will be driving growth in the U.S. wine trade for years to come.

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