Casella Family Brands (CFB) has announced major changes to its distribution strategy for its spirits portfolio, effective May 1, 2025.

The strategic shift will see the off-premise distribution of all spirits brands taken in-house, including Morris Australian Single Malt Whisky, 36 South Blended Whisky and the Ampersand range of spirits and ready-to-drink (RTD) beverages.

Morris of Rutherglen is Australia’s most awarded wine and whisky brand, while CFB said the Ampersand portfolio has seen “robust growth” since its launch, currently boasting 23 products and expanding.

General Manager of Sales Chris Blockley 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.”

Proof Drinks becomes Casella’s new on-premise distributor

In addition to changes to its in-house distribution, CFB has announce a partnership with Proof Drinks Australia as its new on-premise distributor.

Proof Drinks General Manager Drew Doty said: “We’re delighted to partner with Casella Family Brands to distribute their spirits portfolio.

“CFB’s dedication to quality perfectly aligns with our mission to present premium spirits to discerning consumers. We look forward to introducing more audiences to the exceptional craftsmanship and quality of these premium Australian-
owned brands.”

Morris expands into global travel retail

As part of its strategic growth agenda, CFB is expanding Morris Whisky into global travel retail.

With listings in Heinemann Sydney and Lotte stores in Brisbane and Melbourne, Morris is now showcased at key international gateways.

CFB said “travel retail remains a powerful window to the world, offering the perfect stage to share Morris’ uniquely Australian story”.

“This is an exciting time for CFB as we embark on a new chapter for domestic sales in Australia,” Blockey said.

“We are proud to offer a portfolio of exceptional Australian-crafted spirits alongside our wine and beer divisions, and we look
forward to growing this segment of the business and working closely with our customers under our new distribution strategy.”

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