By James Wells
Casella Family Brands has successfully demonstrated a two-tier approach to selling its wines following the recent acquisition of the Peter Lehmann business.
At the recent ProWein exhibition in Dusseldorf, two separate stands were used to showcase the new Casella premium portfolio as well as a range of wines from the recently-acquired Peter Lehmann Wines.
The highlights of the new Casella premium range which were available for tasting to European buyers for the first time included the Casella Limited Release which is expected to sell in Australia for RRP $45 and Casella Beyond Horizons which will be positioned at an RRP of 10-13 euro; Casella Beyond Horizons is not yet available in Australia.
Casella Family Brands Senior Regional Marketing Manager for UK & Europe, Matt Tallentire commented that “as the wine category continues to premiumise globally, Managing Director John Casella has leveraged both his access to exceptional parcels of fruit, and his talented winemaking team to create products that deliver a quality offering to consumers wanting to spend more. Coupled with the Peter Lehmann range of wines the Casella Family Brands portfolio includes a variety of quality products from Australia’s most renowned wine producing regions".
"All of our buyers and distributors have responded very positively to the recent introductions to the Casella Family Brands family. We were excited and proud to showcase a selection of wines that provide our partners with the opportunity to complement their existing portfolio of Casella products with a prestigious, multi award winning, range of wines. This will open up new opportunities in the on-premise and fine wine retail specialists and we look forward to working with them to grow our distribution footprint," Tallentire said.
"The [yellow tail] brand continues to perform well. As the category becomes increasingly competitive, it is important to remain relevant to the trade and consumers. ProWein provided the perfect platform to showcase product innovations such as [yellow tail] Big Bold Red and [yellow tail] Sangria. Creating new and exciting products is key to maintaining market share and growing the brand amongst new and current [yellow tail] drinkers."