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ProWein 2015: Casella Family Brands capitalise on distribution to drive double digit growth

Published:  19 March, 2015

Casella Family Brands, owner of Yellow Tail and the recently acquired Peter Lehmann Wines, is capitalising on its strong distribution partnerships helping to drive double digit growth in most of its key markets.

Matt Tallentire, senior export manager of CFB told at ProWein: "There is a lot of opportunity for [yellow tail], but also the other Casella brands as well. It is really about how we capitalise on that in the future and use our distribution network to continue growth."

According to Tallentire Yellow Tail, which focuses on the UK, US, Canada and Australia has had tremendous success in most of their key markets.

He said: "Yellow Tail is going well. We are seeing slight growth in the US, which is our number one market. The UK is going completely gang busters for us at the moment. We are in double digit growth at about 18-19% year on year. So that is great. Even our home market of Australia is growing and is up 25%. Asia is growing for us as well. We are off a small base, but seeing double digit growth in good core markets like Japan and Korea."

The acquisition of PLW was completed in December 2014 and the integration of the company to date is going well.

Tallentire said: "The integration is going very smoothly. We are focusing on four key markets which are the UK, US, Canada and Australia. There is a lot of work to do. But Peter Lehmann is a great brand and really fits in with John Casella's vision. Yellow Tail has been a huge success for him, but he also had the desire to look above the market where that brand plays. The Peter Lehmann brand gives us that opportunity."

The company also has plans to expand its portfolio of premium wines. "We recently launched the Casella Family Brand of wines with Beyond Horizon, which will retail for around US$13, a Casella Limited Release which will retail around US$40 and a super-premium wine called 1919 which will be US$100. It gives us an opportunity to play in channels that are fitted to fine wines like the on-trade and specialist retailers" said Tallentire.