Casella Family Brands MD Reflects on a Strong 2023

John Casella, Managing Director of Casella Family Brands, reflects on a positive 2023 for the company.

"Casella Family Brands has had a really strong year that has seen our expertise and legacy in premium wine production and exporting, create a solid platform for a slate of innovations and productivity. These new product developments and offerings have allowed us to speak to existing customers in over 70 countries as well as a completely new consumer base through the recent acquisitions in our RTD portfolio. 

The Casella Family Brand’s portfolio has grown beyond our premium wine offering, and I couldn’t be prouder of how our heritage has shaped the path for creating new occasions for consumers – while remaining Australian-made and owned. 

Our digital and e-commerce strategies allow us to connect with consumers in new and exciting ways, especially as we know people’s worlds, values and circumstances are changing, and we have continued to be agile in responding to these factors, creating products and ease of purchase for every occasion and supporting people to make meaningful connections with family and friends. 

I look forward to continuing our valued relationships with trade, customers and suppliers in another wonderful year in 2024.

Company Overview:

Casella Family Brands (CFB) is Australia’s largest family-owned drinks company based in Yenda, New South Wales. Led by Managing Director John Casella, it was propelled to the forefront of the export arena in 2001 by its hugely successful [yellow tail] brand. 

CFB is committed to showcasing Australian regional and winemaking excellence across the globe. In addition to [yellow tail], CFB offers a growing stable of fine wines, including Peter Lehmann Wines, Brand’s Laira, Morris of Rutherglen, Baileys of Glenrowan, Atmata and Pure Coastal. Casella Family Brands has expanded into beer and premium spirit production, founding the Australian Beer Company in 2013 and Copper & Grain Distilling Co. in 2016.

Casella Family Brands values (People, Accountability, Community, and Entrepreneurial Spirit) drive where we want to go into the future and guide how our team of over 900 employees operate as a team in our day-to-day working life to help us get there. 

Sustainable Values:

Founded on the principles of community, accountability, and care, Casella Family Brands recognises that what we make and how we make it affects the planet, the people, and the communities in and, around our business.

Casella Family Brand’s strategic sustainability plan has three key pillars: Connected
Communities, Protecting the Planet and Better Together. These pillars are the guiding principles of our sustainability strategy and drive the long-term targets and activities that shape our business, communities, and environments for the future.

The full spectrum of a sustainability plan includes supporting local and global communities, farming responsibly, driving purposed-focused innovation, and equipping our people with the skills required to bring our collective sustainability vision to life.

As part of the strategic sustainability plan, Casella Family Brands has outlined and begun to
implement some significant targets and activities, including Net-Zero emissions by 2050, the construction of a large-scale solar panel farm, ‘better for you’ consumer
options continued education through our work with Drink Wise and more conscientious packaging such as using 100% recyclable Zork closures on the [yellow tail] sparkling range.  

Innovation:

At Casella Family Brands, innovation is at the forefront of our activity – connecting with consumers across categories, occasions, and price points. 

[yellow tail] has just been announced as the world’s Most Powerful Wine Brand for the sixth consecutive year and has continued to go from strength to strength with the launch of the new integrated campaign, featuring [yellow tail] first Australian ambassador – TV presenter and celebrity Sophie Monk. The multi-media campaign aptly named Easy to Love, is centred around a ‘matchmaking’ game show. The tongue-in-cheek show features Sophie Monk as both the host and the five contestants, each embodying a different [yellow tail] wine varietal, Bubbles, Pinot Grigio, Chardonnay, Merlot, and Shiraz, as Sophie looks to find her perfect [wine] match.

To celebrate Organic Month (September), lifestyle brand Atmata has released two exciting new varietals, Sparkling and Chardonnay. The loved organic wine brand has expanded its portfolio to address the increasing demand for organic wines. 

The Australian Beer Company (ABCo) have been forging ahead with clever innovations and acquisitions that will see a broader, exciting selection for the summer months. Most recently, with the launch of Son of a Nun, a low-carb and NoSH boozy seltzer (low sugar) and the recent acquisition of Ampersand Projects (Vodka Soda &) – with a wide remit of products for all to enjoy.

Morris Australian Single Malt Whisky (Copper & Grain Distilling Co.) has seen great success in the last year, with the launch of two award-winning and beloved new expressions; Tokay Barrell and Limited-Edition Smoked Sherry. Bringing flavour innovation from the library of barrels from prestigious Morris Wines, now in its 6th generation of winemaking in Rutherglen. The renowned winery in north-eastern Victoria is undergoing a complete make-over and renovation to include a state-of-the-art Cellar Door to bring the Wine and Whisky experience together for Consumers as one destination. The new-look cellar door is set to open in 2024."