A visit to YellowTailWine.com.au opens on a splash page redirecting the visitor to one of the local websites of North America, Europe, Asia or Australia. The design and color palette immediately capture Yellow Tail's identity, with an unmistakable buttery Chardonnay yellow on a black background.

Interestingly, the selection of any country but the US redirects to the Australian site, which defeats the cultural sensitivity rules of international marketing. Attracting an international audience requires a little more effort than this.

The Australian website opens on a splash page similar in essence to the global one. It reminds visitor that the label belongs to Casella Wines, but omits to mention that a click is necessary to enter. The initial effect to the passive browser is a glossy page holder.

Once you do click through, the Yellow Tail kangaroo leaps out of the picture, kicking off a well-positioned online brochure. The site opens with the line up of different bottles, from Semillon Sauvignon Blanc to Cabernet Merlot. More information is available at the click of a pointer, with a fairly complete description card for those seeking wine education and recipes. A hi-res picture can be downloaded, perhaps for visitors interested in printing out full-color posters for an evening wine tasting or signage for a retailer. This unusual feature might not reinforce the brand, but it certainly does not hurt it either. If it is in fact for retailers, it’s a smart touch for offering an identifiable image to accompany the stock.

In terms of usability, the site gives priority to enhancing the products. The only navigation menu is located at the top of the screen—for product information and distributor list, and at the bottom for corporate information. It is classic and effective for an online brochure.

Overall, Yellow Tail's international website is modest but nicely contributes to reinforce its brand positioning. It is regrettable that its global splash page over-promises in terms of language and local selection capabilities. Managing expectations is a large part of brand management. Perhaps there is more to come for this relatively young brand.