Monday 2 December, 2024, Sydney/Yenda – Casella Family Brands (CFB) and the Better Beer
Company have today announced that CFB will distribute the Better Beer Company’s brand
portfolio in Australia, effective immediately.
Since 2021, the Better Beer Company portfolio has been produced at the CFB-owned brewery in
Yenda. The companies have established a positive and collaborative relationship over the last
three years, and this is a natural next step in the journey to accelerate the brand’s momentum in
the Australian market. In this new agreement, the Better Beer Company will continue to own
and manage the brand, dedicating its efforts to strengthening its connection with consumers.
CFB will focus on expanding the brand’s presence across both on-trade and off-trade channels
to enhance distribution and reach.
Nick Cogger, CEO of the Better Beer Company, explains, “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. At the same time, Casella Family Brands’
capabilities will support the brand in realising its full potential in the domestic market. Bringing
together the second largest independently owned Aussie beer brand and Australia’s largest
family-owned drinks company is an exciting prospect for us all.”
Casella Family Brands Managing Director John Casella said, “This is a fantastic opportunity for
our business as we continue to strengthen our portfolio of category-leading brands across wine,
beer spirits and RTD. We look forward to working with the Better Beer team to continue growing
the brand’s distribution footprint in both the on and off trade, building on the great success they
have achieved since launch in 2021.”
The story of Better Beer began when two ex-tradies from Sydney’s South Coast, Matt Ford and
Jack Steele, met Nick Cogger, a health-conscious drink enthusiast and publican from Torquay.
Together, they wanted to create great-tasting beer for their mates that was crisp and refreshing
but offered a healthier alternative. They teamed up to create the Better Beer Company and
made their dream a reality, crafting a refreshing zero-carb, zero-sugar, low-calorie beer. The
range has since expanded and now includes the OG Zero Carb, Ginger Beer, Middy, Arvo Ale and
Zero Alc.
Chris Blockley, Head of Sales at Casella Family Brands, said, “The addition of Better Beer to the
CFB portfolio supports our ambition to offer our customers a repertoire of quality Australian
brands and help drive category growth. In addition, 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.”
ENDS
Notes to Editor:
The financial agreements of the transaction are commercial in confidence.
Media contact
Justine Harvey
Communications Manager, Casella family Brands
M +61 468 674 750 | E justine.harvey@casellafamilybrands.com
Frankie Harding
Head of Communications, Casella Family Brands
M +61 455 492 260 | E frankie.harding@casellafamilybrands.com
About Casella Family Brands (CFB)
Founded in 1969 by Filippo and Maria Casella, Casella Family Brands has evolved from a modest handbuilt winery into Australia’s largest family-owned drinks company. The pivotal moment for the company
was the launch of [yellow tail] in 2001, An easy to enjoy wine designed to captivate a new global audience.
[yellow tail] quickly achieved international acclaim for its quality, value, and distinctive packaging.
Today, Casella Family Brands boasts a diverse portfolio that includes leading brands across multiple
categories, including wine, beer & cider, RTD & seltzers, and spirits. The company is also committed to
offering a range of zero, low, and mid-alcohol alternatives, reflecting its dedication to innovation and
consumer choice.
For more information, www.casellafamilybrands.com.