Casella Wines, the Griffith-based company behind Australia's biggest selling export wine, Yellow Tail, says a shift upmarket through three acquisitions over the past two years has delivered extra credibility and clout, without any cannibalisation.

Since the turn of the century, Casella has stunned the industry by building a global success story from scratch in less than a decade by tapping into huge demand for lower-end mass market wine in the United States with its Yellow Tail brand.