How Casella Family Brands runs lifecycle marketing across 6 wine labels with Klaviyo

35x

ROI from Klaviyo across the portfolio in the last 12 months

lifecycle flows deployed across 6 brands

43%

of Klaviyo-attributed revenue for [yellow tail] driven by automated flows

Casella Family Brands is Australia’s largest family‑owned drinks company. On the global stage, its largest brand, [yellow tail], reaches 70 markets worldwide and ships more than 12 million cases annually, making it one of the most recognisable Australian wine brands internationally. Beyond [yellow tail], the diverse portfolio spans wine, beer, spirits, and ready‑to‑drink cocktails, with each label carrying its own distinct heritage, audience, and role in the market.

To better connect this complex brand ecosystem with customers, CFB partnered with Klaviyo, with marketing agency Growth Gurus leading the strategy and implementation.

Learn how Casella Family Brands uses Klaviyo B2C CRM to run personalised, always-on lifecycle marketing across 6 brands

Challenge

For some time, the brand home experience and the warmth of these regional cellar doors didn't translate online. The brands brands were built on heritage infrastructure: cellar door visits, wine clubs, and bottle shop relationships built over a decade. But as customers moved online, that foundation didn't follow them. Customers who'd toured a winery, joined a wine club, or picked up a bottle at their local bottle shop were essentially strangers the moment they landed on a website. The data existed. The relationships existed. But there was no clean way to unify it or act on it. That's where Klaviyo, implemented by marketing agency Growth Gurus, came in, bridging the gap between their physical and digital customer experiences.

Without a reliable view of how customers were actually behaving across both physical and digital touchpoints, meaningful segmentation was out of reach. Flows couldn't be personalised if the data feeding them was incomplete, and the team had no way to trigger communications based on real customer signals. That disconnect made it difficult to build the kind of lifecycle marketing the team knew was possible.

"The challenge was creating a consistent, connected experience without losing what makes each brand distinct," says Dan McMillan, head of digital at Casella Family Brands.

Solution

With their CRM agency Growth Gurus leading strategy and build, Casella moved to Klaviyo and integrated it with Shopify, giving them a unified platform to execute personalised, data-driven marketing across their brands.

"It became less about email, and more about building a customer relationship engine," says McMillan. "We realised we finally had a platform that could operationalise our strategy."

Klaviyo's segmentation and flow builder gave Growth Gurus the flexibility to build lifecycle programs that reflect where customers are in their journey, whether they've just discovered a brand online or have been buying at cellar doors for years. The result is a 35x ROI across the portfolio in the last 12 months, supported by 60 automated flows spanning welcome journeys, browse abandonment, post-purchase education, and replenishment reminders.

"Klaviyo closes the gap between having customer data and actually being able to use it. For the first time, we could see exactly what customers were doing and respond to it in real time. Every interaction became an opportunity to build loyalty and drive incremental revenue, without losing the individual personality of each Casella Family Brand, which is important when balancing multiple brands within the same portfolios." says Olivia Grant, general manager at Growth Gurus.

Strategy

Casella's Klaviyo strategy focuses on turning customer behaviour into automated communication, scaling personalisation without scaling headcount, and keeping the brand story alive at every touchpoint. They do this with three key tactics:

Running always-on lifecycle programs across 6 brands. Growth Gurus built 60 lifecycle flows across the portfolio, spanning welcome journeys, browse abandonment with conditional splits, post-purchase education, replenishment reminders, and loyalty nurturing. Replenishment flows are split by order size, so a customer who bought one mini case gets a different message from someone who ordered five or more. For [yellow tail], automated flows now account for 43% of Klaviyo-attributed revenue.
Responding to the signals customers are already sending. Klaviyo's segmentation engine lets the team act on behaviour in real time. A customer browsing sparkling wines gets a different experience from someone deep in the Shiraz range. A first-time buyer triggers different content from a repeat purchaser. "We lean into the signals that the customer is sending us and respond immediately through our flows in a personalised, automated way that allows the experience to feel seamless," says Grant.
Connecting physical and digital touchpoints. The cellar door is where many Casella customer relationships begin, and Shopify and Klaviyo are what carry them forward. Shopify serves as both the ecommerce platform and the point-of-sale system on-site, so every in-person transaction feeds directly into Klaviyo. Visitors who join a wine club on the spot flow straight into lifecycle programs via WineHub's Klaviyo integration. Those not ready to commit receive a physical flyer with a newsletter signup, keeping the connection alive. From there, Klaviyo's welcome flows take over, nurturing customers back toward conversion long after they've travelled home.

Now, Casella's focus is on deepening personalisation across the portfolio and exploring how AI can enhance optimisation and personalisation at scale.

"Klaviyo lets us take a single cellar door visit and turn it into an ongoing, personalised relationship," says McMillan. "Without it, that connection would end at the front door."

# How Casella Family Brands built a customer relationship engine across 6 wine labels **35x** ROI from Klaviyo across the portfolio in the last 12 months **60** lifecycle flows deployed across 6 brands **43%** of Klaviyo-attributed revenue for [yellow tail] driven by automated flows [Casella Family Brands](https://casellafamilybrands.com) is Australia’s largest family‑owned drinks company. On the global stage, its largest brand, [yellow tail], reaches 70 markets worldwide and ships more than 12 million cases annually, making it one of the most recognisable Australian wine brands internationally. Beyond [yellow tail], the diverse portfolio spans wine, beer, spirits, and ready‑to‑drink cocktails, with each label carrying its own distinct heritage, audience, and role in the market. To better connect this complex brand ecosystem with customers, CFB partnered with Klaviyo, with marketing agency [Growth Gurus](https://growthgurus.io/) leading the strategy and implementation. ## **Learn how Casella Family Brands uses Klaviyo B2C CRM to run personalised, always-on lifecycle marketing across 6 brands** ## **Challenge** For some time, the brand home experience and the warmth of these regional cellar doors didn't translate online. The brands brands were built on heritage infrastructure: cellar door visits, wine clubs, and bottle shop relationships built over a decade. But as customers moved online, that foundation didn't follow them. Customers who'd toured a winery, joined a wine club, or picked up a bottle at their local bottle shop were essentially strangers the moment they landed on a website. The data existed. The relationships existed. But there was no clean way to unify it or act on it. That's where Klaviyo, implemented by marketing agency Growth Gurus, came in, bridging the gap between their physical and digital customer experiences. Without a reliable view of how customers were actually behaving across both physical and digital touchpoints, meaningful segmentation was out of reach. Flows couldn't be personalised if the data feeding them was incomplete, and the team had no way to trigger communications based on real customer signals. That disconnect made it difficult to build the kind of lifecycle marketing the team knew was possible. "The challenge was creating a consistent, connected experience without losing what makes each brand distinct," says Dan McMillan, head of digital at Casella Family Brands. ## **Solution** With their CRM agency Growth Gurus leading strategy and build, Casella moved to Klaviyo and integrated it with Shopify, giving them a unified platform to execute personalised, data-driven marketing across their brands. "It became less about email, and more about building a customer relationship engine," says McMillan. "We realised we finally had a platform that could operationalise our strategy." Klaviyo's segmentation and flow builder gave Growth Gurus the flexibility to build lifecycle programs that reflect where customers are in their journey, whether they've just discovered a brand online or have been buying at cellar doors for years. The result is a 35x ROI across the portfolio in the last 12 months, supported by 60 automated flows spanning welcome journeys, browse abandonment, post-purchase education, and replenishment reminders. "Klaviyo closes the gap between having customer data and actually being able to use it. For the first time, we could see exactly what customers were doing and respond to it in real time. Every interaction became an opportunity to build loyalty and drive incremental revenue, without losing the individual personality of each Casella Family Brand, which is important when balancing multiple brands within the same portfolios." says Olivia Grant, general manager at Growth Gurus. ## **Strategy** Casella's Klaviyo strategy focuses on turning customer behaviour into automated communication, scaling personalisation without scaling headcount, and keeping the brand story alive at every touchpoint. They do this with three key tactics: - **Running always-on lifecycle programs across 6 brands.** Growth Gurus built 60 lifecycle flows across the portfolio, spanning welcome journeys, browse abandonment with conditional splits, post-purchase education, replenishment reminders, and loyalty nurturing. Replenishment flows are split by order size, so a customer who bought one mini case gets a different message from someone who ordered five or more. For [yellow tail], automated flows now account for 43% of Klaviyo-attributed revenue. - **Responding to the signals customers are already sending.** Klaviyo's segmentation engine lets the team act on behaviour in real time. A customer browsing sparkling wines gets a different experience from someone deep in the Shiraz range. A first-time buyer triggers different content from a repeat purchaser. "We lean into the signals that the customer is sending us and respond immediately through our flows in a personalised, automated way that allows the experience to feel seamless," says Grant. - **Connecting physical and digital touchpoints.** The cellar door is where many Casella customer relationships begin, and Shopify and Klaviyo are what carry them forward. Shopify serves as both the ecommerce platform and the point-of-sale system on-site, so every in-person transaction feeds directly into Klaviyo. Visitors who join a wine club on the spot flow straight into lifecycle programs via WineHub's Klaviyo integration. Those not ready to commit receive a physical flyer with a newsletter signup, keeping the connection alive. From there, Klaviyo's welcome flows take over, nurturing customers back toward conversion long after they've travelled home. Now, Casella's focus is on deepening personalisation across the portfolio and exploring how AI can enhance optimisation and personalisation at scale. "Klaviyo lets us take a single cellar door visit and turn it into an ongoing, personalised relationship," says McMillan. "Without it, that connection would end at the front door."