Casella Family Brands announces the distribution of the Better Beer company’s portfolio in Australia

Monday 2 December, 2024, Sydney/Yenda – Casella Family Brands (CFB) and the Better Beer Company have today 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.

Nick Cogger, CEO of the Better Beer Company, explains, “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. 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.”

Casella Family Brands Managing Director John Casella said, “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. 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 two ex-tradies from Sydney’s South Coast, Matt Ford and Jack Steele, met Nick Cogger, a health-conscious drink enthusiast and publican from Torquay. Together, they wanted to create great-tasting beer for their mates that was crisp and refreshing but offered a healthier alternative. They teamed up to create the Better Beer Company and made their dream a reality, crafting a refreshing zero-carb, zero-sugar, low-calorie beer. The range has since expanded and now includes the OG Zero Carb, Ginger Beer, Middy, Arvo Ale and Zero Alc.

Chris Blockley, Head of Sales at Casella Family Brands, said, “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. 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.”