By Andy Young and Deborah Jackson

Casella Family Brands (CFB) has launched a [yellow tail] beer trial in the US, as it looks to take advantage of the affinity the country’s consumers have for the brand.

An Australian Pale Ale is now available in kegs in the Tidewater region of Virginia and it will be rolling out in on-premise locations in Rhode Island by mid-February. The [yellow tail] beer range will include the Australian Pale Ale, Sunset Lager and Whistling Wheat and they will be rolled out across Virginia and Rhode Island, in both on- and off-premise, from the beginning of March.

CFB’s move into beer represents a brand diversification strategy for the company, which has also seen other expansion in the last few months, with the acquisition of Brand’s Laira from McWilliams and the purchase of the Howcroft Estate Vineyards in South Australia.

At this stage CFB is only focusing its beer in the US market and the decision to test the product came after consumer research suggested that US consumers would welcome a beer product from [yellow tail].

The beers for the trail in the US were brewed and packaged under contract at the Australian Beer Company’s brewery in Yenda.

In launching the beer, CFB said: “[yellow tail] beer is refreshing without bitter notes so frequently found in other beers. 

“The beer is full of taste and highlights the wonderful natural flavours that Australia has to offer. The brews have been created to reflect the sun-kissed Aussie lifestyle, offering consumers a craft beer that is flavourful yet approachable.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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