Casella Family Brands (CFB) will be taking over distribution of the Better Beer Company’s brand portfolio in Australia, effective immediately.
Better Beer was launched in 2021, a 40:60 joint venture between the social media stars Matt Ford and Jack Steele from the Inspired Unemployed, and seasoned beer brewer Nick Cogger from Torquay Beverage Co (TBC), who is CEO of the company.
An early entry into the health-conscious beer category, which has more recently been populated by brands such as Lion’s XXXX Ultra Zero Carb, Better Beer’s products have been making waves, with the company hitting $100 million in revenue by April 2024. It also launched in New Zealand in October 2022, under a multi-year partnership with Heineken.
The products have been produced at the CFB-owned brewery in Yenda since launch, with an expanded range now including the OG Zero Carb, Ginger Beer, Middy, Arvo Ale and Zero Alc.
Better Beer and CFB stated they 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.
“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,” said Cogger.
“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.”
Under the new agreement, Better Beer will continue to own and manage the brand, while CFB will focus on expanding the brand’s presence across both on-trade and off-trade channels to enhance distribution and reach.
CFB managing director, John Casella said the partnership was a fantastic opportunity for the business, as it aims to strengthen a 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,” said Casella.
