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An intricate marketing blend for Casella Family Brands

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An intricate marketing blend for Casella Family Brands
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Casella Family Brands is Australia’s largest family-owned wine company, known for its portfolio of award-winning wine labels. With multiple brands—each with its own identity and ecommerce storefront—Casella needed a smarter way to centralise data and scale marketing without losing brand nuance.

The problem

Casella Family Brands, with its diverse portfolio of wine labels and rapidly growing ecommerce presence, was facing a complex marketing challenge. Customer data was siloed across disconnected databases and individual Shopify stores, making it difficult to segment audiences, automate campaigns, or understand cross-brand behaviours. Without a centralised CRM or unified marketing process, Casella’s team lacked the tools and visibility they needed to execute data-driven strategies across their brands.

Problem 1:

Casella’s customer data was fragmented across various sources, including multiple brand-specific databases and Shopify stores. This lack of centralisation meant reporting was inconsistent, limiting their ability to track performance or identify customers engaging with multiple brands.

Problem 2:

Each wine brand had its own set of marketing needs, but without a system that could manage these under one umbrella, the team struggled to personalise campaigns at scale. The inability to automate brand-specific journeys or target based on cross-brand activity led to inefficiencies and missed opportunities.

The solution

We migrated Casella to HubSpot Marketing Hub Professional and rolled out Business Units, HubSpot’s powerful multi-brand management tool. Each of Casella’s wine brands received its own Business Unit within a unified portal, making it easy to customise branding, workflows, and marketing strategy—without fragmenting the tech stack.

We then connected each Shopify store via HubSpot’s native integration, syncing contact, order, and product data directly into the relevant Business Unit. This opened the door to granular segmentation, allowing campaigns to be tailored based on product purchases, brand affinity, and lifecycle stage.

Next, we built complex marketing automation across Business Units. These included purchase-triggered workflows, brand re-engagement campaigns, and cart recovery sequences—all customised to their respective brand audiences.

The trickiest part? Ensuring data flowed cleanly across multiple brands and stores without overlap. Through careful mapping and automation logic, we delivered a seamless experience across a very intricate setup.

The Strategic Plan
The Implementation
Critical steps

  1. Cleaned and migrated customer data from multiple databases

  2. Set up Business Units for each brand in HubSpot

Data Migration & Brand Setup
Critical steps

  1. Cleaned and migrated customer data from multiple databases

  2. Set up Business Units for each brand in HubSpot

Shopify Integration
Critical steps

  1. Connected each Shopify store using HubSpot’s native integration

  2. Enabled syncing of products, orders, and contacts

 

Brand-Specific Automation
Critical steps

  1. Built unique workflows per brand

  2. Triggered campaigns based on purchase history and store behaviour

Customer Visibility
Critical steps

  1. Enabled tracking of cross-brand customers

  2. Set up reporting to attribute revenue to marketing activity

 

The Implementation
 

Data Clean-Up and Migration

We consolidated customer records, removed duplicates, and segmented by brand. This was foundational to accurate targeting later on.

Shopify Native Integration

Each Shopify store was synced to its matching Business Unit in HubSpot. Contacts, products, and order history now flow into the correct portal space automatically.

Automation and Targeting

Workflows were configured per Business Unit to trigger brand-specific journeys—such as post-purchase nurture, upsells, and lapsed buyer re-engagement.

Attribution and Insight

We enabled custom reporting for campaign ROI and cross-brand activity, empowering Casella’s team with data they’d never had access to before.

The impact and results

This project unlocked a new era of data-driven, brand-centric marketing for Casella.

Unified Data, Smarter Decisions

Customer records from all brands now live in one place, offering unprecedented visibility into customer behaviour and brand crossover.

Ecommerce-Ready Workflows

Integration with Shopify means marketing automation now reacts to real-time customer actions—no more static lists or batch campaigns.

Brand Autonomy + Portfolio Control

Each brand can run its own campaigns with tailored branding and data—but within one portal, one strategy, one source of truth.

Clearer ROI

Casella now has full visibility into which campaigns drive revenue, and which brands benefit from which tactics—enabling agile optimisation.

My experience working with the Engaging.io team was fantastic. It wasn’t a simple process or migration and they were always willing to help and be flexible. They acted as a true partner throughout the process. I came away from the migration and work with Todd and his team feeling confident and equipped to hit the ground running with HubSpot.

Slaney O’Toole
Casella Family Brands

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