Christchurch craft brewery Cassels and Hawke’s Bay beverage maker Zeffer have announced a new distribution partnership that will see Cassels become the exclusive distributor of Zeffer’s award-winning cider and RTD range across New Zealand.
The move brings together two of the country’s most respected independent drinks producers, uniting Cassels’ acclaimed beer lineup with Zeffer’s popular fruit-based beverages under a single sales and logistics operation.
From July 1, Cassels will handle distribution for both brands, creating what the companies describe as a streamlined, customer-focused experience across grocery, hospitality, and liquor retail sectors.
Zeffer CEO Colin Barriff said the partnership represents a major step forward for both brands.
“It gives us the opportunity to work with a like-minded partner who shares our values, while also giving us greater control over how we reach customers,” said Barriff. “Together, we’ll be able to deliver more — in terms of service, innovation, and product range.”
Cassels CEO Marshall Moir said the alignment made strategic and cultural sense.“This is a smart investment in the future. It simplifies how our customers engage with both brands and strengthens our overall customer offer — both in range and service. Zeffer’s approach to quality, innovation and sustainability makes them a great fit for us.”
The partnership is built on shared values of quality, community, and innovation, with both brands aiming to deliver beverages New Zealanders genuinely enjoy — whether it’s Cassels’ internationally recognised Milk Stout or Zeffer’s crisp ciders and alcohol-free options.
Cassels was founded in Christchurch in 2011 by the late Alasdair Cassels, his son Zak Cassels, and son-in-law Joe Shanks following the city’s devastating earthquakes. What began as a brewery bar to bring the community back together quickly grew into one of New Zealand’s most respected craft beer producers.
Cassels’ Milk Stout has been named “Best in the World” four times at the World Beer Awards, and its APA earned the same title in 2021. Despite its international acclaim, Cassels remains family-owned and deeply connected to the Christchurch community.
Founded in 2009 at Hawke’s Bay farmers’ markets, Zeffer has evolved into a global beverage brand known for its natural ingredients and fruit-forward flavour profiles. Its range now includes ciders, alcoholic ginger beer, hazy lemonades, and a growing 0% alcohol lineup, including Crisp Apple and Passionfruit.
Both brands are encouraging customers to explore their full ranges at cassels.nz and zeffer.co.nz.
The new partnership reflects a growing trend in the drinks industry — pairing strong regional identities with nationwide distribution to better serve an increasingly diverse and quality-focused consumer base.
