By Deborah Jackson, editor National Liquor News
Casella Family Brands (CFB) is set to establish Casella Family Brands Europe (CFB Europe). Based in Cambridgeshire (England) the new company will initially manage [yellow tail] wine in Great Britain, with the long-term objective of extending its remit to include European markets.
CFB is focused on achieving ongoing growth of [yellow tail] in Europe and the formation of the new entity is a core part of the business’ strategy to achieve this through its proximity to key markets.
CFB Europe will see an investment in a dedicated local team, which will strengthen external partnerships, focus activities for the [yellow tail] brand and ensure the company is well placed to respond quickly to changing market requirements.
Establishing CFB Europe has two phases. Phase one is to ensure the new company can sell [yellow tail] wine to customers in Great Britain. Phase two will be to extend the capability to supply the CFB portfolio to customers in Europe. Peter Lehmann Wines will continue to be represented in Great Britain and Northern Ireland by Liberty Wines (UK).
The UK has delivered solid growth for the flagship wine brand. Simon Lawson, general manager for CFB Europe said: "[yellow tail] wine is currently the third biggest Australian wine brand and the fastest growing top 20 wine brand. Our vision is to leverage this position of strength and continue to drive growth within our portfolio for the benefit of our customers, suppliers and employees."
The anticipated timescale for launch is May 2016. Lawson says: "We are working hard to meet the timeframe of 1 May but we must ensure that all process and procedures are in place before we commence trading, and we are aware there are certain factors that may cause this to be delayed. Our priority is to ensure the business will transition seamlessly to CFB Europe and we are working closely with key stakeholders to achieve this."
John Casella, managing director, Casella Family Brands said: "I would like to take this opportunity to acknowledge the team at Percy Fox & Co for their efforts in building the [yellow tail] brand in the UK. In light of the recent changes to its business structure, we believe that it is the right time to set up a local CFB subsidiary. My vision is for Casella Family Brands Europe to be an entrepreneurial business that will work closely with like-minded partners to build a portfolio of brands that bring joy to consumers, value to the category and create new and exciting opportunities for us all."