Casella Family Brands is driving growth in the ever-changing wine market
As Australia’s largest family-owned wine business, Casella Family Brands (CFB) knows what it takes to succeed in the global wine industry. Best known as the creator of [yellow tail], the UK’s leading wine brand, CFB combines scale, brand power, and a family-led approach to secure the company’s long-term growth. In 2016, Casella Europe was established to manage [yellow tail] and an ever-growing portfolio, including Peter Lehmann Wines from the Barossa Valley and PepperBox, across the UK and 25 European markets.
We catch up with Simon Lawson, Managing Director of Casella Europe, to learn more about the company’s operations. “We distribute our wine brands to both retail and wholesale clients throughout the UK, as well as to distributors across Europe,” Simon opens. “Our principal brands include: [yellow tail], which is recognized globally as one of the leading wine brands; Peter Lehmann Wines, an esteemed producer from Barossa; and PepperBox, a range of expertly crafted wines to complement robustly flavored cuisine. Additionally, we offer comprehensive supply chain solutions, provide regulatory and category insights, and engage in product development initiatives.”
Know, buy, love
With recent investments in [yellow tail] advertising, we’re keen to ask Simon about the marketing strategy behind such campaigns. “Our strategy is built around ‘know, buy, love’ – ensuring [yellow tail] is top of mind, easy to find, and consistently great tasting,” he states. “Continued investment in advertising keeps the brand front and center for wine drinkers. However, our new ‘Good on Ya’ campaign goes beyond traditional wine advertising by celebrating people who do things their own way. We’re pleased to say the campaign performed well across TV, digital, and social channels, and was recently awarded Top Campaign by The Grocer.”
On the topic of [yellow tail], Simon explains that the brand had a ‘subtle packaging refresh’ in 2025 to reinforce its position on the shelf. “We’ve also launched our first ever [yellow tail] Prosecco,” he reveals. “Our prosecco has been very well received so far, delivering strong promotional sales and encouraging repeat purchase.”
Aside from [yellow tail], CFB is also committed to growing Peter Lehmann Wines. Often referred to as the man who saved the Barossa Valley, Peter Lehmann’s reputation is legendary throughout the Australian winemaking industry. “Peter Lehmann Wines is one of Australia’s great wine stories,” Simon explains. “Founded in the late 1970s during a period of low grape demand, Peter supported local growers by taking their fruit and selling the wine – effectively saving the Barossa community. Today, we want these high-quality wines to be widely available through independent merchants, hotels, and restaurants. We have recently partnered with Boutinot Wines, and this partnership has made an excellent start, with significant opportunities ahead.”
Collaboration, curiosity, and creativity
Although great-tasting wine is the pillar of CFB’s success, its people and partnerships are equally important to providing exceptional service. “We work closely with our Australian colleagues across winemaking, marketing, and supply, and I ensure John Casella remains fully engaged in our progress,” Simon explains. “We have several long-term partnerships that play a significant role in our success. Encirc, for example, supports our glass, bottling, warehousing, and distribution needs, and the7stars have delivered exceptional media execution for us. Most recently, we’ve worked with London-based creative agency, isobel, to deliver our ‘Good on Ya’ campaign for [yellow tail].
“Availability is critical for our customers, so we must operate a robust supply chain,” he adds. “We invest heavily in creating and maintaining strong relationships across the supply chain, which enables us to resolve any challenges very quickly. While disruptions are inevitable, we forecast collaboratively and maintain appropriate stock buffers to mitigate unexpected logistics delays as much as possible.”
CFB’s approach to partnerships also applies internally to its employees. Recently recognized as one of the ‘Best Places to Work’ by The Sunday Times, CFB’s family values clearly remain at the heart of the company’s culture. “We’re proud to have won this award for two consecutive years,” Simon reflects. “Our culture is one built on strong relationships that enable people to perform at their best. We value qualities like leadership, collaboration, curiosity, creativity, and grit. Overall, we work in a joyful industry that is known for celebrating life, family, and friends, and we want our workplace to reflect that spirit.”
With a clear vision and an unwavering commitment to the quality of its products, CFB perfectly balances the scale and global recognition of brands like [yellow tail] with the heritage and craftsmanship of Peter Lehmann Wines. Demonstrating family values and strong partnerships, CFB remains focused on revitalizing the wine category with wines that resonate with people around the world.
Strong, sustainable growth trajectory
As we end our conversation, Simon reflects on the past and shares his vision for the future. “2025 brought a perfect storm for the wine market: declining consumption, cost-of-living pressures, duty increases, and rising packaging taxes,” he says. “Working closely with the Wine & Spirit Trade Association, we have campaigned against duty changes that disproportionately penalize wines with higher alcohol levels, as well as the excessive glass packaging tax and fragmented approaches to DRS. Importantly, we chose not to reduce alcohol levels, unlike many competitors, and instead continued investing in wine quality. As a result, we successfully grew market share throughout 2025, and [yellow tail] remains the UK’s favorite wine.
“For 2026, our top priority is helping the wine category return to growth. As the brand leader, [yellow tail] will be at the forefront, working closely with retail partners to unlock new opportunities. We will equally continue building Peter Lehmann into one of the world’s most admired wineries, and on a personal note, I’d love to secure a hattrick of Sunday Times awards recognizing our exceptional team.
“I see Casella on a strong, sustainable growth trajectory, helping lead a revitalized wine category that has rediscovered its energy and relevance,” Simon concludes. “We will continue to excite consumers with great wines, nurture the best people in the industry, and strengthen the business for the next generation.”