Casella Family Brands (CFB) has announced strategic partnerships with Heaps Normal and Four Loko in Australia, effective 3 August 2026.

Heaps Normal, Australia’s number one non-alc beer brand, has entered into a distribution agreement with CFB. The agreement will leveraging CFB’s strong independent trade relationships and route-to-market expertise.

CFB will manage distribution to accelerate growth and expand availability across key channels in NSW, Victoria, South Australia and Queensland. The agreement excludes draught and keg formats, which will continue to be managed by Heaps Normal.

Heaps Normal Co-Founder and CEO Andy Miller said: “Ours is an industry built on quality time with your people, and that’s never mattered more. Our friends at Casella Family Brands have a deep personal connection to the trade we all love, and we can’t imagine a better crew to help Heaps Normal on its mission to throw a better party.” 

“We’ve been busy in the background working to make sure we are able to support you all in the ways that you need from us as we grow,” Heaps Normal announced in an email to retailers.

“To help us do this, we are partnering with Casella, to give us an extra pair of hands in supporting our customers and getting our beers out to you.

“Don’t worry. This isn’t a takeover. Your friends at Heaps Normal are still here being your friendly neighbourhood weirdos.

“If you have any questions or issues, give us a holla. We’re really excited about this next chapter and know this partnership will help us continue to bring Heaps Normal to more venues while making life easier for our customers.”

Original Draught and the company’s newly released High Hopes Wine will still be handled in the off-premise by current Heaps Normal representatives.

Heaps Normal Head of Sales Johnny Tostevin told nine.com.au in January: “We’ve definitely more than doubled [our sales] over the last four years. We’ve seen some really, really steep, steep rises.”

The brand reported a 25% sales spike year on year during the November-December festive period. It was the biggest two-month period of sales since the brand launched in 2020 and followed singer Robbie Williams joining the company in August 2025 as a “creative collaborator and investor”.

Driving growth in RTDs with Four Loko

Under a new long-term agreement with Four Loko, CFB will manufacture and distribute the brand in Australia, supporting its next phase of growth and strengthening local supply capability.

Founded by Phusion Projects in the United States, Four Loko celebrates its 21st anniversary this year. The brand has built a strong global reputation in the RTD category through distinctive flavours and a focus on innovation, with an established presence across North America, South America, and Europe.

The partnership will see the launch of a vodka-based RTD in three flavours at 7% ABV, alongside the introduction of a 440mL single-serve can format tailored to Australian consumers. The agreement also provides a platform to continue developing new product formats for the local market. Together, CFB and Four Loko will focus on strengthening availability, supporting retail partners, and expanding consumer engagement across Australia.

Phusion Projects co-founder Jeff Wright said: “We’re incredibly excited to be partnering with Casella Family Brands. Their manufacturing expertise and distribution strength make them an ideal partner to support Four Loko’s continued growth in Australia.”

Casella Family Brands GM Sales Chris Blockley said: “Our state-of-the-art production facility and end-to-end expertise enable us to partner with globally recognised brands that lead their categories.

“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.”