Casella Family Brands has gained the distribution rights in Australia for the non-alcoholic drinks brand Heaps Normal and the spirits RTD line Four Loko.
The new agreement, effective this week, also allows the Australian beverage and alcohol business to produce Four Loko in the country as part of a “long-term” contract, Casella said.
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Four Loko, founded by US-based Phusion Projects, has an “established presence” in North and South America, as well as Europe, the group said.
Under the agreement, Casella and Phusion will launch a 7% abv vodka-based RTD in Australia in three flavours, as well as a 440ml single-serve can format that is “tailored to Australian consumers”.
The tie-up allows the two companies “to continue developing new product formats” for Australia, Casella said.
Both parties will also look at “strengthening availability, supporting retail partners, and expanding consumer engagement” in the country.
Jeff Wright, the co-founder of Phusion, said Casella’s “manufacturing expertise and distribution strength make them an ideal partner to support Four Loko’s continued growth in Australia”.
Heaps Normal received backing from English singer Robbie Williams last year, after making its debut in the UK with its alcohol-free beers.
Set up six years ago by Andy Miller, Ben Holdstock and Jordy Smith, Heaps Normal’s non-alc beer brands include Another Lager and Half Day Hazy.
According to a post last week from the business on LinkedIn, Heaps Normal has also launched a non-alcoholic sparkling wine called High Hopes Prosecco.
In its statement, Casella said it will “manage distribution to accelerate growth and expand availability across key channels” for Heaps Normal in South Australia, Victoria, Queensland and New South Wales.
The agreement does not apply to keg and draught formats, the group said, with distribution of these products continuing to be overseen by Heaps Normal.
Chris Blockley, general manager of sales at Casella, added: “These partnerships reflect a deliberate strategy to focus where we can make the greatest impact, using our scale and customer relationships to build stronger brands.
“Together, these brands complement our wine portfolio and expand our relevance across more consumers and occasions, creating a portfolio that meets evolving consumer needs and is well positioned for future growth.”
Just Drinks has approached Casella for more details on the agreement, including who handled distribution of Heaps Normal and Four Loko previously, and whether Four Loko has been made in Australia before.
