Casella Family Brands (CFB) has announced a major overhaul of its distribution strategy for its spirits portfolio, focusing on strengthening its relationships with off-premise retailers across Australia.
Effective from 1 May 2025, the company is bringing the distribution of its spirits range in-house, enabling more direct control and a closer connection with retailers.
This move includes CFB’s renowned brands like Morris Australian Single Malt Whisky, 36 South Blended Whisky, and the Ampersand range of spirits and ready-to-drink (RTD) beverages. By shifting distribution in-house, CFB aims to improve market responsiveness and support for its off-premise partners. The company’s sales representatives will now have a deeper understanding of retailer needs, allowing for quicker responses and better alignment with consumer demand.
Chris Blockley, General Manager of Sales at CFB, explained, “By transitioning our off-premise distribution for the entire portfolio in-house, we aim to forge closer relationships with our customers and swiftly respond to market demands.”
“We believe that by collaborating closely with our trade partners, we can nurture a vibrant category that celebrates premium Australian spirits.”
Chris Blockley
For retailers, this change offers more streamlined access to CFB’s growing spirits range, which has gained increasing popularity among Australian consumers. With a focus on premium products, CFB’s portfolio is positioned to capitalise on the growing demand for high-quality Australian-made spirits.
In addition to the changes in the off-premise distribution channel, CFB has partnered with Proof Drinks Australia to handle its on-premise distribution. This partnership will enhance CFB’s ability to connect with the hospitality sector, expanding its presence in bars, restaurants, and other venues.
Drew Doty, General Manager of Proof Drinks, said: “We’re delighted to partner with Casella Family Brands to distribute their spirits portfolio. CFB’s dedication to quality perfectly aligns with our mission to present premium spirits to discerning consumers. We look forward to introducing more audiences to the exceptional craftsmanship and quality of these premium Australian-owned brands.”
CFB is also expanding Morris Australian Single Malt Whisky into global travel retail, now available at major locations like Heinemann Sydney and Lotte stores in Brisbane and Melbourne. The move highlights the company’s commitment to sharing its premium Australian whisky with international travellers.
As CFB looks to the future, it is confident that its new distribution strategy will help strengthen its position in the Australian spirits market while ensuring that off-premise retailers receive the support they need to meet growing consumer demand.