Expanding in Non-Alc with Heaps Normal
CFB has entered into a distribution partnership with Heaps Normal, Australia’s number one non-alc beer brand. Leveraging its strong independent trade relationships and route-to-market expertise, CFB will manage distribution to accelerate growth and expand availability across key channels in New South Wales, Victoria, South Australia and Queensland. The agreement excludes draught and keg formats, which will continue to be managed by Heaps Normal.
Andy Miller, Co-Founder and CEO of Heaps Normal, said, “Ours is an industry built on quality time with your people, and that's never mattered more. 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."
Driving Growth in RTD with Four Loko
Under a new long-term agreement with Four Loko, CFB will manufacture and distribute the brand in Australia, supporting its next phase of growth and strengthening local supply capability.
Founded by Phusion Projects in the United States, Four Loko celebrates its 21st anniversary this year. The brand has built a strong global reputation in the ready-to-drink (RTD) category through distinctive flavours and a focus on innovation, with an established presence across North America, South America, and Europe.
The partnership will see the launch of a vodka-based RTD in three flavours at 7% ABV, along side the introduction of a 440mL single-serve can format tailored to Australian consumers. The agreement also provides a platform to continue developing new product formats for the local market. Together, CFB and Four Loko will focus on strengthening availability, supporting retail partners, and expanding consumer engagement across Australia.
Jeff Wright, Co-Founder of Phusion Projects, said: "We’re incredibly excited to be partnering with Casella Family Brands. Their manufacturing expertise and distribution strength make them an ideal partner to support Four Loko’s continued growth in Australia."
Casella Family Brands GM Sales, Chris Blockley, noted that the partnerships highlight CFB’s ability to partner with leading brands and execute across diverse categories.
"Our state-of-the-art production facility and end-to-end expertise enable us 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. 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.”
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