Casella announced as distributor of popular ‘better-for-you’ beer brand

John Casella at Casella’s brewery in Yenda. Image courtesy Casella Family brands

Casella Family Brands, the family-owned wine company best known for producing Yellowtail, announced yesterday that it will distribute the Better Beer Company’s brand portfolio in Australia, effective immediately.

Better Beer is a zero-carb beer brand backed by Sydney duo Matt Ford and Jack Steele, who are known for their comedic skits on social media as The Inspired Unemployed. Since 2021, the Better Beer Company portfolio has been produced at the Casella-owned brewery in Yenda.

In a joint press release, the two companies said they have established a “positive and collaborative relationship” over the past three years, and explained that this move was “a natural next step”. In this new agreement, the Better Beer Company will continue to own and manage the brand, dedicating its efforts to strengthening connection with consumers. Casella will focus on expanding the brand’s presence across both on-trade and off-trade channels to enhance distribution and reach.

“This is a fantastic opportunity for our business as we continue to strengthen our portfolio of category-leading brands across wine, beer, spirits and RTD,” said Casella’s managing director, John Casella.

“We look forward to working with the Better Beer team to continue growing the brand’s distribution footprint in both the on and off trade, building on the great success they have achieved since launch in 2021.”

*Better Beer at Casella’s Yenda Brewery. Image courtesy Casella Family Brands*

Nick Cogger, CEO of the Better Beer Company said that the beer company already had a strong consumer base and distribution footprint.

“This new model allows us to focus our efforts on ensuring the brand connects with consumers,” said Cogger. “At the same time, Casella Family Brands’ capabilities will support the brand in realising its full potential in the domestic market. Bringing together the second largest independently owned Aussie beer brand and Australia’s largest family-owned drinks company is an exciting prospect for us all.”

Chris Blockley, head of sales at Casella, said the addition of Better Beer to Casella’s portfolio would help to drive category growth.

“…we are committed to constantly evolving our product range to provide conscious consumption and ‘better for you’ alternatives to ensure we cater to all consumers,” said Blockley. “Bringing the Better Beer range into the fold considerably strengthens our offering in this space.”

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