Casella Family Brands has evolved from the engine room of [yellow tail] to a wine business with a portfolio of premium brands. drinks trade's Hannah Sparks talks to General Manager Sales Mark Churi about how they've transformed the business.
Casella's acquisitions in the last three years have included Peter Lehmann, Brand’s Laira and Morris Wines. What was the significance of gaining those brands for the business?
In a changing global marketplace, premiumisation is an increasingly important trend. These acquisitions have been an important part of John Casella’s vision to ensure the business remains strong and relevant to our customers and consumers. These were three very strategic acquisitions in that they had a clear purpose. John’s view is that to be a sustainable business, you need to build sustainable brands and therefore you must continue to invest in and nurture them.
Were any changes made to the brands?
After each acquisition, we took the time needed to review the portfolio. In order to make informed strategic decisions we reviewed consumer market insights and consulted closely with key winery operations and our retail partners. It was important to maintain the integrity of each of the brands’ legacy and role within the community while enhancing their relevance with both consumers and the trade. The key outcomes were to streamline the ranges, enhance the brands through packaging refreshes and build strong communication platforms.
The new brands are well known for their history and heritage. How important is it to Casella to continue that?
When we acquired the three brands, John was very much aware of the importance of the local communities/cellar doors and how integral they are to both our history and future success. The Peter Lehmann Wines and Brand’s Laira cellar doors are receiving much-needed facelifts and we continue to support local events in the regions, and work hard to acknowledge the local community. The recent Peter Lehmann campaign, ‘It takes a village to raise a vintage’, is a great example of this. The campaign seeks to show the many people who have a hand in creating each bottle of Peter Lehmann wine.
What’s Casella’s perception of the fortified category now that it has the Morris range?
It’s interesting how engaged the market is with the brand. The fortified category is seeing renewed interest from consumers as a result of the shift towards premiumisation. To me, it is all about heritage, authenticity and generations of winemaking expertise. We are fortunate enough to now own one of the world’s most iconic fortified wineries.
What are some of the wine trends Casella is chasing at the moment?
The prosecco category is really on fire, so we’re releasing a [yellow tail] Prosecco in time for Christmas. It will retail in the $15 bracket, which is where most of the other, more affordable proseccos are positioned. We are seeing phenomenal growth in the rosé category in Australia at +57% value year-on-year. We identified an opportunity for a [yellow tail] Rosé priced at $10, which we believe will appeal to the younger, emerging drinkers. Then within the Peter Lehmann range, we have launched an elegant grenache rosé, which falls within the $15-19.99 price bracket. This lighter, Provence style wine meets the needs of the discerning wine drinker and we believe it is a strong extension of our existing Portraits range.
Latest issue of drinks trade out now!
It's that time of year again - the special double-edition of drinks trade, with your usual issue at the front and all the 2017 Australian drinks Awards winners at the back. Aside from its exclusive interview with Chris O'Brien from Liquor Barons, there's also a Christmas gifts and gadgets guide, a look at light summer red wines, Champagnes and sparkling wines, and the development of an independent brewers seal.
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