Australia’s liquor retail industry is an incredibly diverse landscape, from pioneering new trends to upholding time-honoured traditions. But beyond the brands and products, it is the individuals within this industry whose passion and dedication create such a dynamic market.
In each instalment of our ‘Five minutes with…’ series, National Liquor News puts the spotlight on a key figure in the industry, sharing a glimpse into their personality and the experiences that underpin their achievements.
Each fortnight, we will dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, uncovering their personal stories of success.
This week, we sat down with John Casella, Managing Director of Casella Family Brands, Australia’s largest family-owned wine company.
NLN: How long ago were you appointed Managing Director of Casella Family Brands, and what are some of your earliest memories of the family business?
JC: My father had been making wine since 1969, but it was mostly just for friends and family in 200-litre kegs. Some of my earliest memories are following our first crush in 1969 and the trips we took from the Riverina to Far North Queensland. My parents would sell their wine to the cane cutters and growers they had worked with. I remember the roads being just one lane, and we’d keep having to pull over to let oncoming traffic pass.
I studied Oenology at Charles Sturt University in Wagga Wagga and graduated in 1982. A year later, I moved back to Griffith and started working at Riverina Estate as a lab assistant and junior winemaker. Before long, I was juggling everything from buying and selling to winemaking and managing the site. By 1986, I was the winemaker and manager. On reflection, this hands-on experience really set me up for future success.
At the end of the 1993 vintage, we decided to put down a deposit for a shed on the family farm, and in 1994 we finished building the shed and added several more tanks. I had started making my own wine outside of work, so I set up a small crusher and weighbridge which is where you would find me on weekends and during any spare time I had. In 1995, I decided to return to the family business and took on the role of Managing Director at Casella Family Brands.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
JC: One of the biggest lessons I’ve learned in my career is the importance of understanding consumer tastes versus winemakers’ preferences. It’s crucial to create products that resonate with what people actually want to drink, rather than just sticking to what the industry thinks they should like. Balancing those two perspectives has been key to crafting wines that truly connect with people. Take [yellow tail], for example. We’ve faced criticism over the years for our flavour profile, but our continued success over the last two decades speaks volumes about the brand’s quality and reputation among consumers. It’s a clear sign that there’s a role for all sorts of wine styles and flavours in the category.
NLN: How do you ensure Casella Family Brands stays ahead of industry trends and changes?
JC: To stay ahead of industry trends and changes, we keep a close eye on emerging trends and maintain an active R&D team focused on both new product development and ensuring our brands continue to connect with our consumers around the world. We have a robust innovation pipeline to ensure we’re always evolving our offering and bringing choice to customers and consumers. Staying relevant to consumers in today’s fast-paced environment is key, so we invest time working closely with our retail partners to ensure we are collaborating on our strategic goals and meeting their needs.
NLN: As the Managing Director of Casella, what are your ambitions for the year ahead?
JC: Our goals for the coming year are to maintain [yellow tail]’s market share and value, especially since the commercial wine segment is facing some pressure. We’re concentrating our efforts here and have some exciting projects lined up to support this objective. On the flip side, with premiumisation driving growth in both volume and value, we’re focused on enhancing our premium and super-premium offerings through brands like Peter Lehmann and Morris of Rutherglen. We’re lucky to have acquired these brands, which are deeply rooted in Australian winemaking history. We aim to strengthen our distribution network with a strategic route to market and increase awareness and appeal for these iconic wines among consumers.
Our spirits portfolio has gone from strength to strength with the launch of Morris Whisky and Ampersand Projects joining the family at the end of last year. Morris Whisky is celebrated as one of Australia’s best single malts and it’s wonderful to build on the incredible history of the Morris family to create a distinct new style of Australian single malt whisky, while upholding its legacy of world-renowned fortified wines. We’ve recently unveiled our beautiful new cellar door where you can try wine and whisky under one roof, so we’re excited to contribute to the Rutherglen region and hope it gives people a reason to visit.
With the RTD category continuing to experience value and volume growth, we’ve seen Ampersand’s volume surge in the last MAT at +33 per cent. A key strategic pillar for Ampersand has always been consumer-centric product innovation and we are continuing to deliver that.
Sustainability is very much on the company’s agenda and following the switch on of our solar facility in April, we are looking forward to sharing our next significant endeavour in the coming months.
NLN: What keeps you inspired?
JC: Being a family-owned business that we have built from the ground up, every day I’m inspired to maintain and build on our success so I can leave a legacy for our family. I’m inspired by the team of people I have around me, we employ over 900 people, and everyone contributes to the business we are today.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
JC: Any spare time I have is spent at home where I enjoy gardening and cooking for family and friends. The Griffith Salami Festival, held every August, is an annual competition to discover the best homemade salami and it has kept me quite busy lately. The event concludes with a long lunch celebrating the winners, and it’s an occasion really enjoy because it brings the entire community together.