Casella Family branches out into beer
Casella, the makers of Yellow Tail and Peter Lehmann wines, is branching into beer for the first time, launching an Australian lager in its domestic market and a Yellow Tail lager in the US.
Unveiled last week, its new beer for the Australian market is named Arvo and will see Casella attempt to steal some of the country’s beer market share from Lion and Fosters.
The Australian beer market is largely controlled by foreign brewers Lion, which is owned by Japanese conglomerate Kirin, and and Foster’s, owned by London-based SABMiller. Casella’s track record in launching wine brands is strong, however its ability within the beer market has so far gone untested. Casella currently ships eight million cases of its Yellow Tail wine to the US each year, representing about 70% of the company’s volumes, having built the brand from scratch 10 years ago to become the most popular imported wine in the US.
Read more at source | Drinks Business
