Casella Family Brands (CFB) entered 2025 with optimism after a strong 2024. The company achieved growth through product innovation, strategic partnerships, and sustainability initiatives, despite facing challenges in a competitive market.
In 2024, a standout success for CFB was the [yellow tail] Sparkling Cocktails range, particularly the Mediterranean Lemon Spritz, launched in October. This product performed exceptionally well, attracting a younger audience to the [yellow tail] brand.
Chris Blockley, General Manager – Sales at CFB, attributes the success to their focus on innovation, saying: “We’re excited to build on this momentum in 2025.”
Additionally, CFB’s Ampersand brand performed strongly in the ready-to-drink (RTD) space, especially with light RTDs, which are growing faster than dark RTDs.
The introduction of new variants like Vodka & Lemonade and Vodka Raspberry Lemonade catered to the increasing demand for convenient, refreshing options. This growth in RTDs aligns with broader market trends and is expected to continue into 2025.
Sustainability has been another major focus for CFB. In 2024, the company launched Australia’s largest solar facility in the beverage sector at its Yenda site. This initiative reduced its carbon footprint, offsetting 7,800 tonnes of greenhouse gas emissions annually – equivalent to planting 325,000 trees. Blockley sees this as significant in supporting the Australian wine sector’s carbon reduction goals.
“We’re incredibly proud of our sustainability efforts, especially our solar facility, which supports both our business and broader environmental objectives.”
Chris Blockley
CFB also made significant strides in expanding its portfolio through a partnership with Better Beer, managing its distribution in Australia. This partnership allows CFB to enhance its product offerings and compete in the increasingly competitive market.
Alongside these innovations, CFB’s wine and whisky brands garnered recognition in 2024. Peter Lehmann Wines (PLW) and Morris of Rutherglen both received numerous awards, including prestigious gold medals and trophies, further strengthening the company’s position in the market.
Looking ahead
Blockley sees continued innovation as essential to CFB’s growth in the year ahead. The demand for low-alcohol and healthier beverages, particularly in the RTD category, will remain a key focus. CFB plans to meet evolving consumer preferences with new product innovations and range expansions.
“Consumer tastes are evolving rapidly, and we’re committed to staying ahead of trends, especially with products in the ‘Better for You’ space,” Blockley said.
Additionally, CFB remains dedicated to sustainability. The company plans to further expand its environmental initiatives in 2025, ensuring they meet both consumer expectations and industry standards.
Despite the opportunities, Blockley acknowledges the challenges ahead. The competitive landscape is fierce, and staying ahead of shifting consumer demands will require ongoing investment in innovation. However, CFB remains confident in its ability to adapt and grow.
“Staying ahead of evolving consumer expectations will require constant innovation, but we’re confident in our ability to adapt and thrive,” Blockley says.
Sustainability efforts and community impact
In addition to the sustainability milestone of launching Australia’s largest solar facility in the beverage sector, Casella Family Brands is also committed to supporting
community-based projects. In 2024, the company invested in 18 such initiatives across regions where it operates, focusing on biodiversity projects in South Australia, health and wellbeing programs, and the improvement of community facilities.
These efforts demonstrate CFB’s dedication to making a positive impact beyond the business world.
This article originally appeared in the 2025 Industry Leaders Forum issue of National Liquor News: