Home > Yellow Tail winemaker raises glass to Manhattan Supply Chain Commerce Solutions

Yellow Tail winemaker raises glass to Manhattan Supply Chain Commerce Solutions

Supplier News

Australia-based beverages distributor Casella Family Brands has completed a successful implementation of Manhattan Supply Chain Commerce Solutions. The deployment optimises order fulfilment processes across Casella’s global service operation, delivers margin improvements via a flexible and streamlined distribution approach and enables ongoing business growth.

Known internationally for their Yellow Tail wine range, Casella Family Brands began in 1969 as a small family-owned business, evolving over the decades to become Australia’s largest family-owned winery. The Yellow Tail label introduced in 2001 propelled the business to new heights and is now the most powerful Australian wine brand in the world.

Yellow Tail accounts for 27 per cent of Australian bottled table wine exported from Australia, also holding the record for the fastest growing imported wine in US market history. Today, Casella Family Brands ships over 12.5 million cases of wine to more than 50 countries around the world each year.

The rapid growth of the company encouraged Casella to seek new technology that could improve visibility of inventory across its two distribution centres (DCs) and offer the required degree of scalability to improve product availability and drive future growth. Casella looked to Manhattan for a dedicated global distribution management and order fulfilment capability.

Stating that their bottling line is capable of processing 36,000 bottles an hour, Sam McLeod, distribution manager at Casella Family Brands explains that bottling at this speed and managing the volume of inventory associated with this scale of operation requires a strategic Supply Chain Commerce Solution. Following the deployment of Manhattan’s technology, Casella has been able to achieve availability improvements, resulting in their flagship Yellow Tail brand being seen on more dining tables and store shelves as well as bars, pubs, clubs, hotels and restaurants around the world.

Raghav Sibal, Manhattan Associates ’ managing director for Australia and New Zealand, comments that seeing his favourite wine brand on the store shelf or restaurant wine list brings him great satisfaction, knowing the role Manhattan has played in getting it there.

He adds that Manhattan’s global footprint enables companies such as Casella Family Brands to deliver on their brand promise to customers all around the world and well into the future. 

Newsletter sign-up

The latest products and news delivered to your inbox