Australian drinks company Casella Family Brands (CFB) will move its distribution strategy in-house, with plans to expand into the travel retail space.
The company will bring Morris Whisky’s distribution into the in-house Ampersand portfolio of spirits and ready-to-drink products.
“By transitioning our off-premise distribution for the entire portfolio in-house, we aim to forge closer relationships with our customers and swiftly respond to market demands,” said Chris Blockley, GM of sales.
The move enhances CFB’s agility and ensures direct access to its products to customers and the required resources to promote CFB’s spirits.
To realise this strategy and improve market reach, CFB will partner with Proof Drinks Australia as its on-premise distributor.
CFB will expand Morris Whisky into global travel retail with listings at key international gateways, including Heinemann Sydney and Lotte stores in Brisbane and Melbourne, as part of its strategic growth agenda.
