Yenda Brewery (Casella Wines) ‘You spoke. We brewed. You decide.’ Poster

Established on December 17 2013, Australian Beer Company’s award-winning brewers brew quality beer and cider that celebrates Australian provenance.  Based in Yenda, near Griffith, New South Wales, the team produces the Yenda craft beer range, which includes Pale Ale, IPA, Golden, Red and Hell, as well as Pressman’s Original All-Australian Cider and Mid Cider, both made from 100% Goulburn Valley apples. Both ranges have won a number of local, national and international awards, as have its other beers, Arvo and Alehouse. Australian Beer Company is a joint venture partnership between Casella Family Brands and Coca-Cola Amatil Ltd (CCA) and its range is sold and distributed in Australia in partnership with CCA.

By Australian Food News  18th June 2012:

Casella Wines, an Australian success-story as the owner of the Yellow tail brand, the most popular imported wine in the U.S., last week unveiled their new Arvo beer. Arvo will be brewed on-site in Yenda, New South Wales, alongside the Yellow tail wine facility.  The Yenda brewery is capable of producing 300,000 hectolitres at a time, a similar capacity to the South Australian-based Coopers Brewery.

In 2012 Casella to launch it’s first ever beer, with no beer!

Casella created an iPhone app called “The Perfect Lager Project” and got Australian beer drinkers to review their beers. Using the feedback from over 3,000 Aussie beer aficiondos, Casella launched 2 ARVO Lagers in June 2012, each with a different flavour profile. Customers could then vote for their favourite of the 2 beers and the winning beer would go on sale as Casella’s first beer.

Analogue Folk, the advertising and marketing agency, had previously used another promotional agency but the scale of this needed someone with national experience and SASS Management was only too happy to assist.

Their experienced team of promotional and event agents got together 120 staff to work in 80 locations, across 5 states throughout Australia and  with 1.5 weeks lead time.

The campaign was a resounding success and the achieved a staggering 140% of predicted sales, reduced previous staff costs by 10% and SASS Management was able to provide detailed statistics and analysis of how the campaign went.

Casella Wines has already reached agreements to sell its Arvo brand to Woolworths and its Dan Murphy’s chain. Arvo beer will be produced in six-packs and slabs of 24 and will sell for about $45 a slab.