Australian drinks company, Casella Family Brands (CFB), has shifted the focus of its spirits strategy, making moves to bring Morris Whisky distribution in-house, expanding into global travel retail, and partnering with Proof Drinks Australia to handle its on-premise distribution.
CFB's portfolio includes one of Australia’s most awarded wine and whisky brands, Morris of Rutherglen, as well as the Ampersand range of spirits and ready-to-drink (RTD) beverages, which has seen steady growth since launch and currently contains 23 products. The company acquired Ampersand in November 2023, after it bought out CCEP's share of its joint venture Australian Beer Co (ABCo).
Effective from 1 May, CFB has moved the distribution of Morris Whisky in-house to join the Ampersand portfolio, aiming to enhance connections with its customer base. CFB stated the strategic decision allows for its sales representatives to develop a deeper understanding of customer needs within the spirits category, enhancing agility and support, and ensuring customers have direct access to its products.
Source: Casella Family Brands
CFB general manager of sales, Chris Blockley, said transitioning the off-premise distribution for the entire portfolio in-house will support the company in responding to market demands.
“We believe that by collaborating closely with our trade partners, we can nurture a vibrant category that celebrates premium Australian spirits,” said Blockley.
The company will also be expanding Morris Whisky into global travel retail, with listings in Heinemann Sydney and Lotte stores in Brisbane and Melbourne showcasing one of Australia’s most awarded single malts to travellers from around the world.
“This is an exciting time for CFB as we embark on a new chapter for domestic sales in Australia,” said Blockley.
“We are proud to offer a portfolio of exceptional Australian-crafted spirits alongside our wine and beer divisions, and we look forward to growing this segment of the business and working closely with our customers under our new distribution strategy.”
In addition to in-house distribution, CFB has partnered with Proof Drinks Australia as its new on-premise distributor, pushing towards premium markets to expand the reach of its brands.
Proof Drinks general manager, Drew Doty, said the company was delighted to partner with CFB to distribute its spirits portfolio.
“CFB’s dedication to quality perfectly aligns with our mission to present premium spirits to discerning consumers. We look forward to introducing more audiences to the exceptional craftsmanship and quality of these premium Australian-owned brands,” said Doty.
