Zeffer and Cassels team up for distribution

Christchurch-based brewer Cassels is to become the exclusive distributor of the premium cider and RTD portfolio from Hawke’s Bay’s Zeffer, alongside its own award-winning craft beer range.

From 1 July, sales and distribution for both Zeffer and Cassels products will be managed by the Cassels sales and logistics team, creating a single, streamlined point of contact for customers.

The companies say that the new distribution partnership will enhance reach, unlock operational efficiencies, and enable a more responsive customer experience across grocery, on-premise, and traditional liquor channels.

Zeffer CEO Colin Barriff and Cassels CEO Marshall Moir.

“We’re really excited about this step forward,” says Zeffer CEO Colin Barriff. “It gives us the opportunity to work with a like-minded partner who shares our values, while also giving us greater control over how we reach customers. Together, we’ll be able to deliver more — in terms of service, innovation and product range.”

For Cassels CEO Marshall Moir, the alignment is both practical and purposeful: “This is a smart investment in the future. It simplifies how our customers engage with both brands and strengthens our overall customer offer — both in range and service. Zeffer’s approach to quality, innovation and sustainability makes them a great fit for us.”