HE SAYS "you don't get anywhere by following" and John Casella would know.
This week, the Casella Wines head launched his partnership with Coca-Cola Amatil (CCA) The Australian Beer Company after the beverage giants signed a multimillion-dollar agreement in August last year.
Trucks are already rolling out of the Yenda brewery distributing the Australian Beer Company's three new products, as well as Casella's own Arvo beer, all across the country.
The brewery has expanded its production capabilities and is now processing Pressman's cider as well as two Alehouse brews under the new label.
Celebrating the launch of the partnership on Wednesday at Griffith's Bar One88 which will serve all four products on tap Mr Casella and the Australian Beer Company general manager, Derek O'Donnell, said there were exciting times ahead.
"We are capable of supporting 20 per cent of the premium beer market in Australia," Mr O'Donnell said.
"The premium market accounts for 10 to 15 per cent of the overall beer market but it's the highest growth market there is."
With the brewery designed in such a way that it can expand uninterrupted, the company will be able to seamlessly increase supply to meet demand.
CCA's distribution network,
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combined with Casella's innovative product initiatives, will make a perfect union, Mr Casella said.
"Had CCA gone out on their own into the beer market, and we were out on our own, it would not have been as successful," Mr Casella said.
"But this is the perfect combination in terms of facilities and efficiencies and we'll both benefit from the joint venture."
Mr Casella expects to take on more staff as the company grows, which will greatly benefit the region.
"This is the start a great long-term partnership," he said.
"Already, I'm more than happy with how it's progressing.
"This is a Griffith industry that no-one expected us to have."
Mr O'Donnell said the future looked positive.
"This is a ridiculously strong joint-venture," he said.
"Something that CCA and Casella share is their innovation, and that's something we'll be building on."