Casella Family Brands (CFB) and the Better Beer Company have announced that CFB will distribute the Better Beer Company’s brand portfolio in Australia, effective immediately.
Since 2021, the Better Beer Company portfolio has been produced at the CFB-owned brewery in Yenda.
The companies have established a positive and collaborative relationship over the last three years, and this is a natural next step in the journey to accelerate the brand’s momentum in the Australian market.
In this new agreement, the Better Beer Company will continue to own and manage the brand, dedicating its efforts to strengthening its connection with consumers. CFB will focus on expanding the brand’s presence across both on-trade and off-trade channels to enhance distribution and reach.
“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,” said Nick Cogger, CEO of the Better Beer Company.
“At the same time, Casella Family Brands’ capabilities will support the brand in realising its full potential in the domestic market.
“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.”
“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,” added Casella Family Brands managing director John Casella.
“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.”
The story of Better Beer began when Matt Ford and Jack Steele, met Nick Cogger, who teamed up to create the Better Beer Company.
“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,” said Chris Blockley, Head of Sales at Casella Family Brands.
“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.”