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ProWein 2016: Casella Family Brands sets up European subsidiary and launches new brand

Published:  14 March, 2016

Casella Family Brands, owner of [yellow tail] and Peter Lehmann wines, has established Casella Family Brands Europe Limited in Cambridgeshire with an expected launch date of May 2016.

Initially CFB Europe will be focusing on the management and sales of the [yellow tail] brand in the UK, with the second phase looking to expand the brand to other European markets according to Libby Nutt, general manager marketing and export sales for CFB.

"We are doing so well in the market, it is time for us to have a better presence in the UK. We have the growth figures and it just makes sense, but it will also help us to be more agile and quick to respond to changes in the market," said Nutt.  

According to Nutt the initial phase of the new business will be focusing on seamlessly taking over distribution of [yellow tail] from Percy Fox.

Nutt said: "The focus in phase one will be ensuring that will be able to sell [yellow tail] to our customers without any hiccups.  We will be very concentrated on [yellow tail]. We have had phenomenal growth in the UK and we want to continue to deliver that. We are the fastest growing top 20 wine brand.  [Yellow tail] is the number one Shiraz and number one Australian SKU in the whole of the UK. The second biggest total red SKU in the UK and third biggest Australian wine brand." 

Simon Lawson, who previously worked at Percy Fox which distributes [yellow tail] in the UK, has been appointed general manager of CFB Europe.

Young BruteWinemaker’s Series Young Brute

The company was also showing a new wine brand for the first time at ProWein 2016 called the Winemaker's Series Young Brute. "We have launched in Australia, Canada and the US and now the focus will be on bringing the brand to Europe," said Nutt.