Letter from Mark Churi Page 3
CFB Performance update Page 4
[yellow tail] Most Powerful Wine Brand Page 5
Casella awards Page 6
DrinkWise launches in South Australia Page 7
CFB donates to the community Page 8
CFB supports youth homelessness Page 9
Biodiversity update Page 10
Sustainability Page 11-12
[yellow tail] becomes sustainable Page 13-14
Coming soon to [yellow tail] Page 15
[yellow tail] PURE BRIGHT Shiraz launch Page 16
[yellow tail] PURE BRIGHT a rising star Page 17
[yellow tail] Prosecco Rosé Page 18
Success in Sainsburys Page 19
Introducing Pepperbox Page 20-21
CFB awards Page 22-24
Morris Classic Ruby x influencers Page 25
Morris awards Page 26-27
Morris Whisky Sherry Barrel release Page 28
Marvellous Muscat Page 29
Dear all,
On behalf of the Domestic Sales team at Casella Family Brands (CFB), hello and welcome to the first edition of [yellow tales]! If the last few years have taught us anything, it’s the value of staying connected to you, our customer. With this new bi-annual bulletin, we aim to keep you better informed about what is happening at Casella both here and abroad.
Our key business focus here at CFB is to ensure we stay relevant to your needs and the market’s ever-changing demands. Through the Advantage report, you’ve provided us with valuable feedback on our core strengths and opportunities and, armed with this insight, we are focused on ensuring that our future business strategies and ways of working better align to your goals and aspirations.
2022 marked the 20th birthday of [yellow tail] in Australia, and the brand has come a long way since its inception. We were delighted to celebrate this milestone with the title of ‘World’s Most Powerful Wine Brand’ for the fifth consecutive year. Furthermore, [yellow tail]’s position as a known and trusted wine brand is further cemented by the latest IRI MAT read. [yellow tail] is now Australia’s number 1 wine brand in the sub $10.00 price segment.
The journey of Casella Family Brands has accelerated in pace over the past 6 months. From a single brand-led wine business in 2001, we have now evolved into a truly diversified multi-beverage company boasting world-class
operational facilities and infrastructure across wine, beer (ABCo), spirits (Copper and Grain Co.) and private label (Austral).
As we face into an ever-evolving drinks landscape and the challenge of recruiting a younger demographic, we recognise that we must win by maintaining an entrepreneurial and agile mindset and deliver innovative beverage solutions to our customers and consumers.
In this issue of [yellow tales] we share with you some of the work we are doing to support communities both here and abroad (pages 7-8).
We talk a little about a number of the projects we are undertaking to ensure the ongoing sustainability of our vineyards, winery regions and packaging materials (pages 12-13) and we outline some of the great NPD we are bringing to our domestic and international markets (pages 14-17 & 29). We intend this update to become a valuable resource, so if there’s anything you would like to hear more from us on, we welcome your feedback.
I’d like to take this opportunity to wish you, our customers, a happy and prosperous 2023 and I look forward to meeting the challenges of our Industry jointly as we navigate rapidly changing consumer preferences and evolving retailer landscapes.
Mark Churi, General Manager - Sales
It is exciting to share the 1st half results for Casella Family Brands Australia. As we know, the wine category continues to be challenged at -3.1% MAT* and there is even more pressure on the sub $10 segment performing at -9.3% MAT*. In spite of this trend, [yellow tail] continues to outperform both the segment and the category, growing at +4.8% MAT* and remains the largest brand in the $6-$9.99 segment*.
From a premium brands perspective, growth
the largest brand in the $6-$9.99 segment
(*Source: IRI data, total AU Liquor weighted MAT to 01/01/2023 ex. Cask, Fortified and Champagne)
has been a little softer, however there are some exciting plans launching in H2 including an exciting new partnership with Matt Moran and Peter Lehmann. Brand’s Laira continues to focus on producing fantastic Coonawarra wines and Morris is driving growth in the fortified category through continued NPD. We look forward to sharing our category growth plans and innovation strategies with you over the coming months. Thank you again for your support of our portfolio.
Preparation time: 15 minutes
Cooking Time: 10 minutes
Serves: 4 as a main or 12 as a snack/canapé
INGREDIENTS
• 12 lamb cutlets
• 80ml vegetable oil
• Salt and pepper to season
MINT SALSA
• 1 clove garlic, roughly chopped
• ¼ bunch flat-leaf parsley, leaves picked
• 1 bunch mint, leaves picked
• 200ml grapeseed oil
• 1 ½ tablespoons chardonnay vinegar
• Salt and pepper
METHOD
1. To make the mint salsa, place the garlic, parsley, mint and grapeseed oil in the food processor and process until smooth. Transfer to a bowl, stir in the vinegar and season with salt and pepper, to taste.
2. Season the lamb cutlets with salt and pepper and place on the hot barbeque. Cook for 2 to 3 minutes on each side then remove from the grill and let rest.
3. Serve the lamb on a platter with the mint salsa drizzled over the top.
[yellow tail] remains [yellowtail]isgrowingat+4.8%MAT*
Wine Intelligence has announced [yellow tail] is the World’s Most Powerful Wine Brand for the fifth consecutive year! [yellow tail] claimed the #1 spot, followed by Casillero del Diablo at #2, with their brand power index scores remaining well clear of all other wine brands.
This fantastic achievement is a testament to everyone who works on the brand across the globe. Thank you to everyone involved for the continued hard work, commitment and energy you bring to [yellow tail] every day.
John CasellaMORRIS WINES
PLATINUM – NV Old Premium Rare Topaque – 97 points
GOLD – NV Cellar Reserve Grand Muscat – 96 points
GOLD – NV Old Premium Rare Muscat – 96 points
CASELLA FAMILY WINES
GOLD – 2018 1919 Cabernet Sauvignon – 96 points
PETER LEHMANN WINES
GOLD – 2020 The Barossan Grenache – 96 Best in class
GOLD – 2020 Portrait Shiraz – 95 points
GOLD – 2020 Eight Songs Shiraz – 95 points
GOLD – 2020 Hill & Valley Cabernet Sauvignon – 95 points
MORRIS WINES
Best Fortified Wine of Show – Morris Wines Old Premium Topaque
GOLD – Old Premium Tawny – 96 points
GOLD – Old Premium Topaque – 96 points
GOLD – Cellar Reserve Muscat – 96 points
BAILEYS OF GLENROWAN
GOLD – Winemakers Selection Rare Topaque
2022 SYRAH DU MONDE RESULTS
CASELLA FAMILY WINES
GOLD – 2018 Limited Release Shiraz
MORRIS WINES
GOLD – 2018 Charles Henry Morris Shiraz
DrinkWise officially launched the ‘Stay tasteful while tasting’ campaign in South Australia. The event brought together wine producers, SA state and regional wine association representatives, and tourism operators to learn about the tasting resources available. The campaign seeks to help consumers make safer and more responsible consumption decisions while visiting cellar doors. Providing scratch cards so they can keep across the amount of alcohol they are consuming eliminates
the confusion around how many tastings add up to a standard drink.
As a member of DrinkWise Australia, all of our cellar doors now have ‘Stay tasteful while tasting’ resource packs – including the innovative ‘scratchie cards’ and other responsible drinking resources available on the tasting counter. Pictured are Katelin Boase (PLW Hospitality and Events Manager) and Ray Ritenis (CFB’s National Business Development Manager) with SA Tourism Minister Zoe Bettison.
In the wake of the devastating volcanic eruption and tsunami in Tonga, Griffith Community Centre shipped a container of vitally needed supplies.
Casella Family Brands volunteered to provide a shipping container and covered shipping costs and staff to help load the container.
Peta Dummett, from Griffith Community centre explained I sent an email to Casella and asked if they could support us sending a container, and John didn’t hesitate.
Nau Mahe, the lead organiser of the project also said
This project is a demonstration of what we can accomplish when we collaborate and work together for the common good of all.
We wish everyone in the Kingdom of Tonga a safe and speedy road to recovery.
One of the regional community projects funded by Casella
Family Brands in 2019 was the development of a picnic shelter and seating in Apex park, Rutherglen. This was to provide a year-round undercover space for locals and visitors to enjoy.
After a significant delay due
to COVID-19 challenges, the picnic shelter officially opened on 24th July 2022.
Carmine De Grazia from Morris of Rutherglen attended the ribbon cutting alongside the Mayor of Indio shire, Bernard Gaffney.
Under Cover aims to reduce the risk of family tension and homelessness in young people by building youth studios in the backyards of families or carers. As a result of the COVID-19 pandemic, fifty Barossa Valley young people were found to be sleeping in cars or couch surfing.
Casella Family Brands donated funds to Foundation Barossa to support its Homburg Homelessness Prevention Fund.
The first studio was built in the backyard of a family’s Barossa Valley home for a resident’s four teenage great-grandsons. Margo’s threebedroom house could not accommodate the boys and her, so Kids Under Cover presented an excellent opportunity to develop independence and prevent family conflict
through the studio’s installation. The extra room will relieve overcrowding, ease tension and provide young people with a secure and stable environment, preventing them from leaving home prematurely and potentially becoming homeless.
Margo could not thank everyone enough for the difference the studio would make in the lives of her great-grandsons. There was not a dry eye when one of the boys gave her a hug for everything she has done.
Fifty-one studios are now being built across South Australia.
The launch event was wonderful and the first studio could not be going to a more deserving family. The photos are of Margo and one of her great grandsons and Minister Nat Cook.
The 2022 winter has seen a flurry of activity for our Wildlife 4 Wines project. We planted over 2000 trees and shrubs around the Peter Lehmann winery site and vineyards during June. This was a huge undertaking for the team in challenging wet weather conditions. However, the hard work and effort meant we have developed areas of significance for both wildlife and biodiversity for our site.
The old rail line through Coonawarra will be converted to cycle and walking trails. The Brand’s Laira vineyards have approximately 3km frontage to the trail easement. Over a 3-year timeframe, local endemic and native plants will be planted along this section to support biodiversity and
beneficial flora and fauna. The bulk of the plantings will be of shrubs, grasses, tussocks, and herbs that are indigenous to the area. It is anticipated that birdlife will increase in abundance and diversity as the trail revegetation develops.
The project is progressing
well with finalised plans and assessments for the revegetation work, the local council actioning key infrastructure modifications to the rail siding itself, and provisioning a safe surface down the railway line thus far to permit safe and secure foot and pushbike access.
Ross Webster, Water, Waste & Gardens Manager and Sarah Braude, Sustainability Manager are instrumental in reducing waste at CFB. We catch up with them to learn more about CFB’s commitmtemnt to reducing waste.
SARAH: It’s no secret that ‘waste’ has an image problem. However, with a mindful approach to recycling and reuse, waste can be used as a resource rather than something we don’t want or need anymore.
At Casella, we aim to adopt a circularity model regarding responsible waste management. Circular waste management simply refers to maximising the reuse and recycling of waste generated by making the best choices upfront about everything we use and how we use it. As a family company with winery sites located in somewhat remote areas, using materials and resources most efficiently naturally underpins our approach.
ROSS: How we manage waste across our sites; Waste in our operations relates to organics (such as marc, stem and lees), water (wastewater from winemaking) as well as materials (plastics, cardboard, scrap metals and aluminium drums, among others).
With waste management identified as a key material issue for the company, we are identifying opportunities to improve. So far, we have made substantial advances, with 76% of waste generated at Yenda now recycled instead of sent to landfill. In 2023 we will set a target to improve this percentage further.
We manage primary, secondary, and tertiary packaging-related waste by participating in the Australian Packaging Covenant (APCO). It proposes guidelines, a set of targets and accountability around;
• minimising waste,
• increasing use of recycled materials, and
• improving the recovery of used material.
To ensure we improve our rating against these measures, our first step has been evaluating our new product development (NPD) process to ensure sustainability considerations are integrated into the NPD decision-making process.
From an operational perspective, we have a waste management area at Yenda where various bins exist to dispose of relevant waste materials requiring separate streams from metals to cardboard to obscure plastics. We use bailers to condense suitable materials as much as possible and have invested in acquiring more to maximise this. Baling compresses the materials and reduces the truck movement required when taken from the site, which has a positive emissions benefit.
• Broken glass is collected and sent back to our bottling supplier for recycling.
• Some cardboard waste turned into box bottle dividers which we then use.
• Stems and leaves are used for composting before being returned to the vine as fertiliser.
• Grape Marc (seeds and skins) are sent to a
third-party company for processing, and we then receive it back as dry organic matter that gets composted.
• Grape stems and leaves are composted and returned to our vines as fertiliser.
• Other materials used in the winemaking process, such as tartaric acid and lees (dead yeast from fermentation) are recovered, used, reused or composted.
• All our offices and sites have labelled recycling bins so people can separate waste into the correct bins for processing.
What’s next?
• Water – we will look at how water is used across operations and assess any opportunities to optimise its usage for example we are considering the installation of more water metres so we can better monitor usage.
• Hard-to-recycle materials – we will continue seeking opportunities to recycle more complex materials, such as PET label backing.
• With our annual reporting and action plan obligations under APCO, we will seek to improve our performance year-on-year.
• The [yellow tail] sparkling range will transition from a 720g glass bottle to a new lighter weight bottle of 615g in line with our sustainability ambitions.
• With our forecasted volumes* in 2022, this 105g reduction in glass per bottle is projected to reduce greenhouse gas emissions by 9% This is inclusive of the full life cycle emissions of a product, starting from manufacturing and transport right through to consumption and disposal.
• This reduction in emissions is the equivalent to driving around the earth 57 times, and has a total glass savings of 450 tonnes , which is the weight equivalent of 65,000 rock wallabies.
• The [yellow tail] wines that are transitioning to the lightweight bottle are: Bubbles, Bubbles Rosé, Prosecco, PURE BRIGHT Sparkling.
• Reduces health and safety risks associated with manually handling product, from transportation and reception, to storage and distribution.
• [yellow tail] will continue to work with our suppliers to reduce emissions and material usage.
• Reduces our impact today to ensure a more sustainable planet for future generations.
The [yellow tail] sparkling range will continue to:
• Have shelf standout from its elegant proprietary bottle.
• Feature a unique, resealable ‘Zork’ closure that maintains the freshness and quality of the wine, and is also reusable and recyclable.
• Be vegan friendly, so the increasing number of vegan consumers can enjoy them too!
• Have the consistent great taste and quality that consumers know and love.
Driven by the health, wellbeing, and moderation trends, [yellow tail] continues to expand the PURE BRIGHT range by launching
PURE BRIGHT Shiraz at 8.9% ABV
[yellow tail] PURE BRIGHT Shiraz is 33% lighter in alcohol* with 90 calories per 150ml serve, while still delivering on the great taste and quality [yellow tail] wine is known and loved for.
The addition of [yellow tail] PURE BRIGHT
Shiraz has added value to the lower in alcohol wine segment by offering a delicious, lighter-inalcohol red wine by a well-known and trusted brand at an attractive price point.
[yellow tail] PURE BRIGHT Shiraz is available in Liquorland, First Choice, and Independent liquor stores.
*Compared to [yellow tail] Shiraz
Alina Oleinik, Brand Manager [yt]
Adding to its string of accolades, here at [yellow tail] wine, we are delighted to share that our new range of low-alcohol wines, PURE BRIGHT, has been named a 2021 'Hot Prospect’ by a leading U.S industry publication, Shanken Impact Newsletter.
Targeting the expanding better-for-you category, [yellow tail] PURE BRIGHT offers three refreshing varietals, including Chardonnay, Pinot Grigio, and Sauvignon Blanc, low in sugar, low in calories, and BIG on taste.
Impact’s Annual Roster of 'Hot Prospects’ recognizes up-and-coming brands across
the industry, evaluating over 99 brands to determine if they have achieved the required volumes and growth consistency of over two preceding years.
With the recent launch of [yellow tail] PURE BRIGHT in the U.S. market, we are delighted with this achievement and hope [yellow tail] PURE BRIGHT continues to grow as consumers increasingly choose to moderate their alcohol consumption. Cheers to that!
Source: Impact Newsletter September 1 & 15, 2022 issue
In alignment with the growing trends in the Prosecco and Rosé categories, [yellow tail] is excited to announce the launch of [yellow tail] Prosecco Rosé in Australia - the perfect blend of fizz and pink! The wine offers an Australian twist on the Italian style, with the same great taste and quality that [yellow tail] is known and loved for.
The launch of [yellow tail]
Prosecco Rosé aims to bring new news to the Prosecco segment and introduce new, younger consumers to the varietal by a well-known and trusted brand. [yellow tail]
Prosecco Rosé is vibrant and floral, with hints of citrus and red apple. It features the signature resealable and recyclable ‘Zork’ closure to maintain the effervescence and quality of the wine. And it’s vegan too!
Alina Oleinik, Brand Manager [yt]
It has been a good year of relationship building in Sainsbury’s and the buyer took a trip to Australia to learn more about our wines. Due to its success, we have increased [yellow tail] Malbec to full distribution and have secured additional listings for [yellow tail] Sauvignon Blanc, Rosé, Jammy Rosé Roo and PepperBox Shiraz and Chardonnay in Spring 2023.
Commissioned by the Advantage group, this is a prestigious and highly respected industry standard survey which rates and ranks the supplier / retailer relationship across all major FMCG categories in the UK, and includes our largest grocery customers, including Tesco, Sainsbury’s and Asda. Both suppliers and customers use the results as the benchmark to rank supplier engagement and effectiveness
across multiple functions including sales, supply and marketing, and to understand what we’re doing well, as well as what we can improve on. We were absolutely delighted to find out that this year, Casella Family Brands moved up from 2nd into 1st for wine suppliers! This fantastic result is testament to all the hard work that all at Casella has undertaken in order to deliver this brilliant result. We really couldn’t be in this position
without the help and support of everyone across the business in Europe and Australia, so we thank all who have contributed to this excellent result. Obviously what’s important now is to underpin this great result with even more focus in order to deliver even greater results into and through 2023.
Created for the UK market, PepperBox is a rich and flavoursome premium Australian shiraz specifically created as the perfect wine to enjoy with food. It has been carefully crafted to ensure the weight and flavour intensity of the wine is appreciated best when matched with a great dish, especially if you are slow cooking, searing, or grilling.
For the current 2022 vintages, grapes are sourced from the warmer parts of South East Australia, including the renowned McLaren and Currency Creek regions, which are known for producing highquality shiraz. These warmer climates produce a wine with rich and intense ripe flavours, delivering an intense palate of dark fruits and a cracking peppery finish. Soft, velvety tannins give a balanced finish.
PepperBox Chardonnay launched in Tesco this quarter to a fast start, with almost 3k cases sold in the first 14 weeks! The launch is in perfect time to showcase our new daring dishes assets on social through the festive season. The launch has been supported by targeted digital advertising and in the Tesco Christmas magazine. PepperBox Shiraz continues to grow from strength to strength with listings now secured in Ireland, Denmark, Belgium, the Baltics, Slovenia and Georgia!
The sixth annual James Halliday Grenache Challenge, judged at McLaren Vale, awarded Peter Lehmann Wines with an incredible ‘Top Gold’ for the 2021 The Barossan Grenache, and a ‘Bronze’ for the 2020 The Barossan Grenache. A record 160 Grenache wines from Australia were tasted, showcasing a diverse range of Grenache wines.
Peter Lehmann Wines Laboratory has been presented with the prestigious honour of the Patrick Iland Laboratory of the Year Award for the third time.
This award recognises the best-performing laboratory for the year in the Interwinery Analysis Group proficiency testing program. The award is open to 160 Australian laboratories pulled from every winemaking region and 58 international wineries and laboratories!
This highly sought-after award is judged solely on laboratory performance and has only been presented seven times, commencing in 2016. Peter Lehmann Wines became the only laboratory to win this award three times, after receiving it in 2018, 2020, and now again in 2022.
Well done to the incredible staff for their ongoing hard work and care!
Brie Lowke, Sarah Rohrlach, Christine Batten, Darren Schutz
Casella Family Brands received excellent results from the 2022 Adelaide Wine Show, including winning three trophies!
Peter Lehmann Wines won the Karl Seppelt AO Trophy for Best Other Varietal Red in Show for 2021 Hill & Valley Tempranillo.
Morris of Rutherglen won the John Fornachon Memorial Trophy for ‘Best Apera, Topaque, Muscat or Sweet Wine In Show’ for their Old Premium Muscat and the ‘In Daily Trophy for Best Australian Vintage, Tawny, or Ruby in Show’ for their Old Premium Tawny.
Last financial year saw some exciting changes and new products developed for our regional gems, Brand’s Laira, Morris of Rutherglen, and Baileys of Glenrowan. The Brand’s Laira Marching Captain has had a makeover with brand new packaging designed to reinvigorate the range. Keep an eye out for the new pack in Liquorland.
Brand’s Laira Blockers Cabernet Merlot has recently launched. The goal is to capitalise on the strength and momentum of Blockers Cabernet Sauvignon by extending the range. With ranging in circa 1200 outlets this is a positive start.
Morris of Rutherglen introduced a new Morris Classic Ruby Port. This new product is exclusive to Coles to attract new consumers into the brand by offering a lighter style of fortified wine. It currently ranges in 750+ outlets, so go and grab a bottle for yourself to try!
Dora Cameron, Product Manager Regional Gems
To support the introduction of Morris Ruby in Coles Liquor Group, we generated premium content through engaging with three social media influencers; Jessica Vander Leahy, Tori Falzon, and Ashley Gunner.
Following a partnership with the content generation platform, The Right Fit, 140 images were produced through influencer engagement that targeted a wide range of audiences. To drive awareness around the Classic Ruby as the
perfect summer drink, our audience's Facebook and Instagram feeds displayed the product when seeking inspiration for summer beverages. Each influencer brought their own creative license and cocktail recipe using the summery and floral Morris Classic Ruby.
The social activity focused on an audience-led approach that utilised demographic and interestbased behaviour to reach our target consumer and drive traffic to the Liquorland website.
The Real Review has published its Top Wineries of Australia 2022 list, and Morris of Rutherglen has featured in 7th place. The Real Review evaluates hundreds of wineries each year, and awards the Top Wineries Certificate to wineries that are consistently producing excellent wine. The list features 389 out of 2,156 wineries, meaning The Real Review has placed Morris
in the top 2% of Australia’s wineries. As part of being named as a top 10 winery, Morris was invited to participate in The Real Review’s Consumer tasting event, showcasing 31 top wineries of Australia. The events were held in both Sydney and Melbourne and were a huge success. See some images of the day. A big congratulations to David Morris and the Morris team.
Adding to our MORRIS Whisky line up of Signature and Muscat Barrel whiskies is our newest addition, the MORRIS Australian Single Malt Sherry Barrel whisky, which has just launched in Australia.
The whisky is matured in combination French
COLOUR Tiger-eye gemstone with copper highlights.
and American oak ex-Australian red wine casks, then finished in barrels that have held our Morris of Rutherglen 10yr-Aged Amber Apera (Sherry). Bottled at 46% ABV, Sherry Barrel is a mature, drier style that highlights the perfect balance of oak, malt and Sherry Barrel influence.
NOSE Spun toffee, baked fruit flan with peach compote and fresh sherry cask notes.
PALATE It has a unique Rutherglen character of being produced from all Australian ingredients and finished in Morris of Rutherglen award winning Apera casks. Producing a well-structured whisky with subtle spice, toasted nut and clean oak characters.
FINISH Delicious, candied lemon with gentle sage and marjoram herbal profile.
SIZE: 700ml
Stuart Knox, from The Real Review published a fantastic review of the Morris Old Premium Rare Liqueur Muscat!
The wine has been featured on 'Cellar Talk' and has ranked the wine #1 of 34 Muscat's from Rutherglen and a score of 98/100.
