Casella Family Brands (CFB) will manufacture and distribute Four Loko in Australia and take on packaged distribution of non-alc beer brand Heaps Normal, in two partnerships from 3 August.
The agreements extend the company’s push beyond its wine base using the manufacturing and route-to-market capability built around its Yenda operations in New South Wales.
The deals continue an active reshaping of CFB’s distribution business. The company took over distribution of the Better Beer portfolio in late 2024, restructured its spirits distribution strategy in 2025, and in June appointed Oatley Fine Wine Merchants to handle its premium wine portfolio.
Under the Heaps Normal agreement, CFB will manage distribution of the non-alc beer across key channels in New South Wales, Victoria, South Australia, and Queensland. Draught and keg formats are excluded and will continue to be managed by Heaps Normal.
Heaps Normal co-founder and CEO, Andy Miller, said the industry was built on quality time with people, “and that’s never mattered more”.
“Our friends at Casella Family Brands have a deep personal connection to the trade we all love, and we can’t imagine a better crew to help Heaps Normal on its mission to throw a better party,” Miller said.
The Four Loko deal is a long-term agreement covering local manufacture and distribution of the US ready-to-drink (RTD) brand, which is owned by Phusion Projects and marks its 21st anniversary this year.
The partnership will launch a vodka-based RTD in three flavours at seven per cent ABV, along with a 440mL single-serve can format developed for the Australian market. The agreement also provides a platform for new product formats locally.
Phusion Projects co-founder, Jeff Wright, said CFB’s “manufacturing expertise and distribution strength” made them an ideal partner to support Four Loko’s growth in Australia.
Casella Family Brands GM Sales, Chris Blockley, said the partnerships reflected a deliberate strategy to focus where the company could make the greatest impact.
“Our state-of-the-art production facility and end-to-end expertise enable us to partner with globally recognised brands that lead their categories,” Blockley said.
“Together, these brands complement our wine portfolio and expand our relevance across more consumers and occasions, creating a portfolio that meets evolving consumer needs and is well positioned for future growth.”
