Australian drinks company Casella Family Brands (CFB) has made changes to the distribution strategy for its domestic spirits portfolio across both off-premise and on-premise channels.
The move, which took effect on 1 May, has been described by the company as a “transformative change”.
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CFB’s spirits portfolio includes Morris Whisky and the Ampersand range of spirits ready-to-drink beverages.
As part of the revised strategy, CFB has brought the off-premise domestic distribution of the Morris Whisky range in-house, having previously been managed by Vanguard Luxury Brands, Lara Gardner, the company’s senior market manager for spirits told Just Drinks.
In a statement, Chris Blockley, general manager of sales, said: “By transitioning our off-premise distribution for the entire portfolio in-house, we aim to forge closer relationships with our customers and swiftly respond to market demands. We believe that by collaborating closely with our trade partners, we can nurture a vibrant category that celebrates premium Australian spirits.”
CFB has also picked Proof Drinks to be the on-premise distributor for its spirits portfolio across Australia.
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By GlobalDataOn-premise distribution of the company’s spirits portfolio was also previously managed by Vanguard Luxury Brands, Gardner said.
The group additionally announced its launch of the Morris single malt whisky brand into global travel retail.
Morris Whisky is now available at domestic airports including Heinemann Sydney and Lotte stores in Brisbane and Melbourne.
Gardner highlighted that Australian whisky has generated “substantial interest” at airports across the country, both domestic and international, a trend further supported by rising demand for Australian whisky in airports across Asia.
When asked about the regions with the most growth potential for Morris Whisky, Gardner said that it was crucial to boost the brand’s existing market presence while implementing marketing and sales initiatives across all channels, including DTC.
“We are optimistic about enhancing our market share here in Australia, but we’re also continuing to support regions like the UK and parts of Asia, where there’s growing interest in premium spirits,” she said.
Gardner confirmed that Australia remains the company’s core market, with the UK being “significant part of our strategy since launch”, where Mangrove Global distributes Morris Whisky.
CFB’s Morris Whisky is also sold in Asian markets, such as Taiwan, which are “working well for us”, she added.
When asked about plans for international expansion with the Morris brand, Gardner said the company’s immediate priority was “solidifying our presence in Australia and nurturing relationships with our existing distribution partners”.
She added: “By concentrating on strengthening our base in Australia and developing our current partnerships, we aim to create a strong foundation that will facilitate future global ventures and ensure we successfully build the Morris Whisky brand on a larger scale when the time is right.”
