Casella Family Brands (CFB) and Better Beer Company have announced a new partnership that sees the Australian drinks company distribute the brand’s portfolio in Australia, following the collapse of Mighty Craft earlier this year.
For the last three years, Better Beer Company has produced its full portfolio at the CFB-owned brewery in Yenda, and under the new agreement, CFB intends to enhance the brand’s distribution capabilities and expand its on- and off-premise availability. Meanwhile, Better Beer Company will maintain full ownership of the brand with a focus on strengthening consumer relationships.
Nick Cogger, CEO of Better Beer Company, is confident in CFB’s ability to solidify the brand’s market presence.
“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,” he stated.
“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.”
John Casella, Managing Director of Casella Family Brands, added: “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.”
Initially launching with the OG Zero Carb beer, the brand quickly established its roots in the Australian market and the portfolio has since expanded to include 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.”