Casella Family Brands (CFB), the maker of Yellow Tail, has established a distribution agreement with Australian beer maker Better Beer Company, effective immediately.
Under the agreement, Better Beer will continue to own the brand and manage its operations while CFB concentrates on the brand’s expansion via on-premise and off-premise distribution.
The deal marks the next step in the two companies’ partnership since 2021.
“We are committed to constantly evolving our product range to provide conscious consumption and ‘better for you’ alternatives to ensure we cater to all consumers. Bringing the Better Beer range into the fold considerably strengthens our offering in this space,” said Chris Blockley, Casella Family Brands’ head of sales.
“Better Beer has established a loyal consumer base and strong distribution footprint. This new model allows us to focus our efforts on ensuring the brand connects with consumers,” added Nick Cogger, CEO of the Better Beer Company.
Following a $20 million funding round, Better Beer Company launched a new mid-strength lager with 3 per cent ABV in April.
