Casella announces plans to establish Europe base

Casella Family Brands has announced plans to establish a base in England to better manage its Yellow Tail brand in the UK with a long-term aim to  extend into other European markets.

CFB Europe Ltd will be based in Cambridgeshire, England The company says: “Proximity to market will strengthen relationships with key external partners and customers, improve ability to respond to changing market requirements and create new opportunities for the CFB portfolio in the long-term.”

Yellow Tail was previously with Percy Fox. The new entity hopes to launch in May. Peter Lehmann Wines will continue to be represented in the UK and by Liberty Wines.

CFB Europe general manager Simon Lawson said: “Yellow Tail wine is the third biggest Australian wine brand and the fastest growing top 20 wine brand. Our vision is to leverage this position of strength and continue to drive growth within our portfolio for the benefit of our customers, suppliers and employees.”

Casella Family Brands managing director, John Casella (pictured), said: “My vision is for Casella Family Brands Europe to be an entrepreneurial business that will work closely with like minded partners to build a portfolio of brands that bring joy to consumers, value to the category and create new and exciting opportunities for us all.”