______________________________________________________________________________________ Casella
Family Brands
◀ Simon Lawson
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
foodchainmagazine. com 35