Casella Family Brands (CFB) has entered into two new strategic partnerships with Heaps Normal and Four Loko, expanding its beverage portfolio.
The agreements will see CFB push beyond its wine base and diversify its categories to meet evolving consumer trends.
Casella will take on packaged distribution of Heaps Normal across NSW, Victoria, SA and Queensland. The agreement covers non-alcoholic beer, while wine and draught products will continue to be managed by Heaps Normal.
“Ours is an industry built on quality time with your people, and that’s never mattered more,” said Andy Miller, co-founder and CEO of Heaps Normal.
“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.”
Under the Four Loko agreement, CFB will manufacture and distribute the US brand in Australia, covering the launch of a vodka-based RTD in three flavours at 7 per cent ABV and a 440mL single-serve can format tailored to local consumers, followed by a platform for new product formats. The deal will strengthen Four Loko’s availability and local supply capability, fuelling its next phase of growth across the market.
Founded by Phusion Projects, Four Loko marks its 21st anniversary this year. The brand has a strong global presence in the RTD category across North America, South America and Europe.
Jeff Wright, co-founder of Phusion Projects, said CFB’s ”manufacturing expertise and distribution strength” made it an ideal partner to support Four Loko’s continued growth in Australia.
Casella Family Brands GM sales, Chris Blockley, also noted that the company’s “state-of-the-art” production facility and end-to-end expertise enable it to partner with globally recognised brands that lead their categories.
“These partnerships reflect a deliberate strategy to focus where we can make the greatest impact, using our scale and customer relationships to build stronger brands,” he added.
“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.”
