Australian drinks company, Casella Family Brands (CFB), has appointed Oatley Fine Wine Merchants (OFWM) as distribution partner for its premium wine portfolio in Australia, including Peter Lehmann Wines, Morris of Rutherglen and Brand’s Laira – effective from 1 July.
Oatley Fine Wine Merchants owner, Sandy Oatley, said the company was proud to welcome such respected brands to its portfolio.
“Their heritage and quality align strongly with our philosophy, and we look forward to accelerating their growth with our customers across Australia,” said Oatley.
A family-owned premium wine distributor, OFWM focuses on representing independent producers and delivering tailored service to customers across the market, with over 100 wine brands in its portfolio.
Brown Family Wine Group brands, Tamar Ridge and Pirie, were a recent addition, with OFWM becoming the exclusive distributor last September for the independent retail channel and all on-premise venues across Australia.
The latest partnership intends to expand CFB’s presence in the on-premise sector and the independent retail channel, and enhance the visibility and relevance of these brands with premium wine consumers by leveraging Oatley’s strong customer relationships and national distribution scale.
CFB managing director, John Casella, said partnering with Oatley Fine Wine Merchants marks an exciting new chapter for Peter Lehmann, Morris and Brand’s Laira.
“Their deep relationships in on-premise and independent retail, combined with their commitment to family-owned producers, make them a natural fit for these iconic Australian brands,” said Casella.
“On-premise and independent wine stores are vital environments for premium wine, as they’re where consumers discover, experience and engage with brands. Strengthening our presence in these channels is a key driver of long-term brand growth.”
The partnership will also enable CFB to focus its internal resources on driving off-premise growth and core global brands, including [yellow tail], aiming to meet the evolving needs of its customers and consumers.
The announcement follows CFB shifting the focus of its spirits strategy last May, 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.
