Hancocks partners with Casella Family Brands

Hancocks Family Merchants and Australia’s Casella Family Brands have announced a new strategic distribution partnership in New Zealand, effective 1 July 2026.

Casella Family Brands (CFB) is Australia’s largest family-owned drinks company based in Yenda, New South Wales.

Under the new agreement, Hancocks will distribute both [yellow tail] and Peter Lehmann Wines, including the national rollout of the new Peter Lehmann brand look and feel.

John Casella, Managing Director of Casella Family Brands said: “We’re thrilled to partner with Hancocks, New Zealand’s strongest family‑owned liquor group. Their heritage, national reach, and commitment to premium brand building make them the ideal partner to represent both our [yellow tail] and Peter Lehmann portfolios.”

“We’re excited to introduce the globally renowned [yellow tail] and the refreshed Peter Lehmann Wines range to our trade partners across New Zealand,” added Joe Jakicevich, Managing Director, Hancocks Family Merchants. “These iconic Australian brands complement our premium portfolio, and we see strong market potential ahead.”

The partnership officially commences on 1 July 2026, with the national rollout of both brands to follow.