By Andy Young
Casella Family Brands has appointed Giesen Wines NZ as its exclusive importer for Peter Lehmann Wines in New Zealand.
The partnership starts today and it is the first time an external brand has been introduced into the Giesen portfolio.
In a statement Casella Family Brands said that the decision to partner with Giesen Wines "was based on the expertise the company brings in both sales and distribution within the New Zealand market, clearly demonstrated by the continued success of its own brand".
John Casella, the managing director of Casella Family Brands, added: "The Giesen team have a wealth of experience in the New Zealand market and are highly regarded in the trade for providing highly quality wines.
"As a family company we are delighted to be working with another business that shares similar values. Casella Family Brands believes in creating long term partnerships in our major export markets and we are extremely excited about having the Peter Lehmann portfolio represented by Giesen."
The partnership will start with Giesen distributing a selection of the Peter Lehmann wines to the market including: Art n Soul, Portrait, Clancy’s, Futures and the Peter Lehmann Masters series (8 songs, Mentor and Stonewell).
Theo Giesen said that he felt the two brands will be able to work well together.
"Not only does Peter Lehmann have a rich history and heritage in New Zealand, now with the ownership held by an Australian winemaking family, there is a commitment to the brand well into the future," Giesen said.
We share many similarities as a business and our wine portfolios complement each other in a market dominated by New Zealand and Australian wines."