The assignment for developing a persona for Yellowtail was to go to a wine bar and interview someone about it.

1. Persona
Interview
by
Paris
Daniell
www.parisdaniell.com

2. An Australian wine.
It’s a Yellow-footed Rock Wallaby, not a Kangaroo.
Yellow Tail Persona Interview | 1

3. Yellow Tail Persona Interview | 2

4. No Yellow Tail
Yellow Tail Persona Interview | 3

5. Aushlee. 21.
Full time student
“I don’t have a lot of money to spend on wine.”
“Wine tastes be1er than liquor,
and gives me a more cha1y drunk”
“I discover new wines by trying them,
and my friend’s recommendaBons”
“The locaBon of a wine is important, I guess”
Yellow Tail Persona Interview | 4

6. Dave. 32.
Married with children
I don’t like beer, I like wine.
Wine is a social drink for me, I enjoy it with my family,
friends, or whenever.
There are different classes of wine I drink,
mid‐range $10 wine is nice to drink any day,
then there’s always the $40 or $50 dollar bo1le
for special occasions.
Ill take a nice bo1le of wine with me to a restaurant,
that way I know what I want to drink is there.
*Not actually a picture of Dave
I like Australian wines, and Yellowtail is
definitely not the only wine I drink.
It’s a good wine though.
Yellow Tail Persona Interview | 5

7. Dave. 32.
Married with children
In acquisiBon mode. Purchasing items for the house, family, and himself.
Looks online and in publicaBons for new things.
Influenced by advice, but looks for a unique posiBon.
Seeking to define and develop tastes with his wife.
Looking for Bme away from the children, in need of escape.
Yellow Tail Persona Interview | 5

8. Dietrich (Opa). 80.
Grandfather
I have been drinking wine for a long Bme, and I
must admit that I sBll can’t tell the difference
between a $10 and $60 dollar bo1le of wine.
I buy my wine at Costco, which carries
Yellowtail.
If I could change one thing about Yellowtail,
it would be that they need to put it in a box.
I’m looking for a drinkable, everyday wine.
Yellow Tail Persona Interview | 6

9. Yellow Tail is consumed with friends at home, not a bar.
It’s un‐pretenBous, so drink it with people who match that.
Yellow Tail Persona Interview | 7