Casella announces plans to go premium, target China

Casella Group will add premium wines to its offerings, reports the Sydney Morning Herald today.

The Griffith-based, family-owned winemaker’s managing director, John Casella, told the Herald that it would add a premium range.

Longer term, we're going to have to release a more premium range of wines than Yellow Tail,” he said. The iconic Yellow Tail is one of Australia’s leading wine exports, and sells mainly in the US.

Casella also stated that the Chinese market would be a focus. “We're No. 1 in Japan. The only country we're not doing terribly well in is China,” said Casella of the Asian market. “That's one that we need to get sorted out ourselves, both with the people that we deal with and the range of products that we offer.”

It was announced to the ASX last week that Casella and Coca Cola Amatil had done a deal to sell Casella premium beer, Arvo. The deal involves a $46 million loan to expand the Griffith brewery, and a joint venture taking effect in December 2013, reported on this website and elsewhere.  


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