Casella casts a spell on Millennials with a little bit of ‘Magic’

Casella Family Brands has launched a new wine collection called The Magic Box.

Aimed at Millennials, the range is available from Dan Murphy’s and BWS nationally, as well as selected independent retailers, at a RRP of $14.99 each.

The Magic Box Collection includes four wines featuring vibrant and colourful labels and names – PepperBox Shiraz, CedarBox Cabernet Sauvignon, ButterBox Chardonnay and BerriBox Rose.

Caroline Wood, senior brand manager, Premium Wines – Marketing at Casella Family Brands, said The Magic Box Collection has been developed to appeal to Millennials and celebrates the nostalgia of magical pop culture.

“Today’s Millennials (aged 24–35 years) grew up with Harry Potter, Lord of the Rings and other magical pop culture references. The Magic Box Collection is designed to intrigue and engage this audience in a way that’s relevant and relatable to their lifestyles and interests,” Caroline said.

“Millennials are less influenced by the wine world of romantic vineyards and rolling hills and instead, are seeking out a more personality-driven experience. They are drawn to brands that simplify complicated wine terminology and give confidence to their purchases with bold designs and flavour-led labels that describe taste.”

Caroline said that while Millennial shoppers might still be building their wine experience and knowledge, they account for almost one third of total wine spend (and growing) in Australia.

The Magic Box Collection sits in the $10-$15 price segment – the number one segment by value and growing at three percent as shoppers generally look to premiumise from cheaper segments.

Casella Family Brands (CFB) is a family owned company based in Yenda, NSW. Led by managing director John Casella, it was propelled to the forefront of the export arena in 2001 by its hugely successful [yellow tail] brand. CFB is Australia’s largest family wine company and continues to grow its portfolio showcasing Australian regional and winemaking excellence across the globe.

In most recent expansions, CFB has branched into fine wine offerings including the Casella premium range of wines, Peter Lehmann Wines from the Barossa, Brand’s Laira of Coonawarra, Morris Wines of Rutherglen, Baileys of Glenrowan and now The Magic Box Collection.