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Westons World Brands in Cheeky Rascal deal

Westons World Brands has reached an agreement with boutique winery and cider house Rebello, the company behind Australia’s first 100% real fruit blended cider, Cheeky Rascal, to distribute its ciders and Strawbellini fruit sparkling wine in Australia, from August 1st.

Westons World Brands MD, Roger Jackson, says he is delighted to be adding Cheeky Rascal to the portfolio of Westons Cider brands in Australia, which includes Stowford Press, Old Rosie and Wyld Wood Organic, and is excited about the opportunity it presents.

“The fit between Westons and Rebello is perfect,” says Roger. “Both companies are independent and family owned, with strong core values that have resulted in a range of award winning products that have quality and provenance at their heart and soul.”

He says that Cheeky Rascal ciders will add the ‘fruit-offering’ dynamic to the existing Westons portfolio in Australia to complete a unique offering to the trade and to the consumer.

“While Westons Cider was established 133 years ago in the UK and entered the Australian market seven years ago, it was only last year we developed Westons World Brands in Australia to further drive distribution and awareness of our ciders and offer a quality, premium drinks portfolio.”

He adds that while Westons World Brands is continuing to increase its sales-force, the addition of the Cheeky Rascal sales team also will help increase distribution of the Weston’s cider portfolio. “Ultimately Westons and Cheeky Rascal ciders will be in more outlets.”

Rebello winery and cider house, based near Melbourne, has seen phenomenal success since launching its Cheeky Rascal cider range some two years ago, which at the time saw a trial run sell out before production even finished.

Rebello CEO Ruth Gallace says the move is to “ensure broader distribution nationally and better position us in all sectors of the trade”. She is also particularly pleased that Westons World Brands has taken on its sales team.
“It means there is consistency for our existing customer base and a great level of internal knowledge about the work that goes into making our ciders, our innovative approach and our passion, and this is something reflected at Westons World Brands in its own culture.”

About Westons Cider    

H. Weston & Sons Ltd has been making cider and perry in the Herefordshire village of Much Marcle, Herefordshire, England since 1880. The company remains privately owned and their Managing Director, Helen Thomas, is the Great Granddaughter of the founder, Henry Weston. Westons Cider’s award-winning draught and bottled ciders and perries are not only available throughout the UK, but are exported to more than 44 countries worldwide. 

About Westons World Brands 

In November 2012 Westons World Brands bought World Brands Australia, a leading importer & distributor of premium ciders, beers, wine, spirits & liqueurs in Australia with an impressive portfolio of some of the world’s most highly awarded and acclaimed brands.

Founded by Paul Wormley in 2002 World Brands Australia experienced solid growth and established a benchmark for sales, marketing and distribution of quality brands in Australia. Working closely with key influences in the Off and On premise markets of the industry, the company developed a range of brands that are contemporary, unique and popular.

Paul, who remains with Westons World Brands as commercial and operational director, has over 23 years of industry experience being involved with such iconic global brands as Jim Beam, Cointreau, Absolut, Glenfiddich, Grants, Remy Martin, Galliano, Jagermeister, Piper Heidsieck and Oyster Bay Wines to name but a few.

Roger Jackson, MD of Westons World Brands (and commercial director of Westons UK) has been in the alcoholic drinks trade for over 35 years, 33 years in cider alone. Within his 17 years at Westons he has grown the business from less than 3m litres to over 35m litres with over 2.5m litres now coming from international markets.

About Rebello

The wine range was originally developed after branching out from Matt Gallace’s (sales and marketing director) parent's strawberry farm, Sunny Ridge on the Mornington Peninsula seven years ago.

Like most Italian families that came to Australia, his grandparents brought with them agricultural and winemaking techniques handed down over generations when they purchased the land. He decided to take these, and with a respect for the traditional rules of how wine is made, and a healthy disrespect for the rules of how it should taste, create completely innovative wines and liqueurs made with real fruit.

Two years ago they added cider to their portfolio and are now at the forefront of innovative blending, catering to discerning customer tastes. Rebello’s mantra has always been to create great products using fresh local fruit with no concentrates, flavours, colours or additives and move with the consumer, continually evolving to provide consumers with a great product.



30 July 2013 - Felicity Murray