Cassels Brewing Co

Craft, and Culture in Christchurch

Brewing Up a Great Future

A thriving hub of culture, commerce, and craft beer, Cassels Brewing Co has carved out a uniquely authentic space in Christchurch, New Zealand. More than a single enterprise, Cassels is a multi-faceted, family-owned business comprising three intertwined arms: The Tannery boutique retail precinct, a thriving hospitality/events business, and the Cassels beer brand—each woven together by history, community, and an entrepreneurial spirit.

At the helm is CEO Marshall Moir, who brings a corporate background to a business rooted in passion and place and one that still has many family members working in the business.  “It’s not just a company—it’s a story,” Moir reflects. “A family, a community, a village. And it’s always evolving.”

From Earthquake to Enterprise: A New Beginning

The origin of Cassels is inseparable from Christchurch’s history and its broader story of devastation and recovery. When the 2011 earthquakes struck, they destroyed vast parts of the city, including much of the Woolston district, where the family owned a light industrial property, The Tannery, named after its origin as one of the city’s original industrial tanning sites dating back to 1881.

“Within 100 days of the quake,” recalls Moir, “the family reopened what was left of the brewery as a bar, aptly named “The Brewery Bar’. There was literally nothing else open on that side of town—it became a center for the community.”

That bar—and the small copper wood-fired brewery behind it—became the beating heart of a new chapter. Out of adversity emerged not just recovery, but transformation. The community gathered, the beer flowed, and the seeds of a local legacy were sown.

Building a Village: The Tannery Precinct

What followed was a bold vision from Cassels founder Alasdair Cassels—to turn the earthquake-ravaged site into a boutique retail destination grounded in craftsmanship, not commerce. Over the next several years, the family redeveloped the site into what is now The Tannery, a thriving precinct of more than 70 boutique retail, hospitality and service tenants.

“There are no big international chains here,” Moir emphasizes. “We’ve got jewellers working on-site, surfboard makers, artisanal craftspeople. The whole vision was built around authenticity.”

The commitment to curation over commercialization continues today. When a new tenant applies, the first question isn’t about rent or revenue—it’s: Are they right for The Tannery?

Cassels Brewing Co. founders Zak Cassels and Joe Shanks

That dedication has made The Tannery a true destination—less a shopping center and more a village. With cinemas, boutique fitness studios, hospitality venues, and event spaces, it attracts both locals and tourists, including cruise ship visitors discovering Christchurch’s creative undercurrent.

Cassels Beer: From Community Anchor to National Brand

While The Tannery became a physical manifestation of Christchurch’s regeneration, Cassels Brewing Co. was growing into a symbol of its spirit. What started as a local brew poured only locally in Christchurch, has since evolved into an international award-winning and a nationally distributed craft beer brand with a capacity of over 2 million liters.

With substantial investments in new tanks, packaging systems, and national distribution, Cassels Brewing Co. has matured alongside the craft beer industry. Yet it hasn’t lost its soul. “All of our packaging artwork is done by a local artist,” Moir shares. “There’s a real pride in what the brand represents. It carries the family name and that matters.”

Cassels Brewery remains deeply connected to its roots. The original brew pub is still considered the brand’s “spiritual home” and is only a stone’s throw away from the production brewery site, offering patrons a chance to experience the beer at the source.

Hospitality and Events: Where Community Gathers

Alongside brewing and retail, Cassels operates a robust hospitality and events business. The Brewery Bar at The Tannery remains a local institution and has become more than a watering hole—it’s a destination for locals to meet and gather.

Meanwhile the stunning atrium space in The Tannery’s main building is also a venue for weddings, corporate dinners, birthday celebrations, and fashion shows. Its iconic architecture and layout make it a popular setting for gatherings of every kind, offering a uniquely Christchurch experience—fusing heritage with hospitality.

Culture: Ownership, Opportunity, and a Shared Mission

With approximately 70 employees across all business divisions, Cassels is a lean but diverse operation. The team spans manufacturing, hospitality, sales, finance, and marketing—with a strong sense of cross-functional collaboration.

“One of the most incredible things here is the ownership mindset,” says Moir. “People really treat the business like it’s their own. It’s powerful—but sometimes we have to remind folks we’re trying to row in the same direction!”

That entrepreneurial energy has fueled internal growth and development. The brewery, in particular, has seen staff rise through the ranks—some even moving on to become head brewers elsewhere in Christchurch.

While the flatter structure means traditional promotional ladders aren’t always present, team members are encouraged to stretch their skills and explore multiple roles—true to the “many hats” culture that defines family-run businesses.

Innovation with Purpose

As the business matures, so too does its approach to innovation. In the early years, it was all about ideas, energy, and experimentation. Now, Moir explains, “it’s about stripping away the noise, focusing on what we’re really good at, and being smarter about where we invest.”

This mindset is driving innovation not just in products but in business models. Most recently, Cassels announced a major distribution partnership with Zeffer, a New Zealand-based cider and RTD brand. The partnership will double Cassels’ logistics scale, creating cost efficiencies and allowing for a more robust, shared sales team.

“It’s a win-win,” says Moir. “We now have a more compelling offering for retailers—beer, cider, RTDs—and we can accommodate the salesforce we need. It’s about scaling sustainably.”

Sustainability: Doing Good While Doing Well

Sustainability is embedded into Cassels’ operations, not as an afterthought, but as a business imperative. And in many cases, the environmentally responsible decision has also been the profitable one.

Recent initiatives include, a CO₂ bulk tank investment that has drastically reduced transportation emissions and waste, 90% recyclable packaging, with a full transition from bottles to cans nearly complete, vehicle electrification, replacing diesel sales fleet vehicles with hybrid and EV options. Meanwhile further plans exist for a 50% reduction in cardboard usage—pending receipt of a key piece of equipment, as well as solar installation projects in development for both The Tannery and production brewery

“These have all been great for the planet,” says Moir, “but they’ve also had margin benefits. When sustainability and profitability align, that’s the sweet spot.”

Anchored in Community

Throughout all its ventures, Cassels maintains a deep commitment to its local community. Nowhere is this more evident than in its ongoing involvement with the Heathcote River cleanup, which is a cause the family championed long before it became a citywide initiative.

“Alasdair and the family just have this incredible sense of place,” Moir notes. “They know they have a responsibility as leaders in the community.”

What Comes Next

Having weathered natural disasters, economic headwinds, and an increasingly competitive market, Cassels stands poised for a new phase of strategic, purpose-driven growth.

The hospitality business is “humming,” according to Moir, and needs little disruption—just subtle evolutions to stay relevant, like embracing delivery platforms such as Uber Eats. The Tannery, now near full occupancy, is approaching its development ceiling in the short term, but long-term property visioning is underway.

In the brewing space, the focus is shifting from aggressive growth to smart scaling, increased margin, and sustained innovation—both in operations and in market approach.

“We’ve gone through the start-up phase, the chaos, the false starts,” says Moir. “We’ve found the gems. Now, it’s about refining, growing smart, and staying true to who we are.”

Authenticity That Endures

In an era of mass production and impersonal brands, Cassels stands apart for its authenticity. These businesses aren’t products of a marketing playbook—they’re reflections of a place, a family, and a community.

That authenticity is perhaps Cassels’ greatest asset. From the care behind the beer packaging artwork to the choice of boutique tenants at The Tannery, every decision flows from a shared belief: that business can be a force for connection, creativity, and positive impact.

As Christchurch continues its resurgence, Cassels remains a symbol of what’s possible when passion meets perseverance. And whether you’re shopping for artisan goods, raising a glass of craft beer, or dancing under the fairy lights at a wedding in The Tannery, you’re participating in something that’s more than a business. You’re part of the village.

At a Glance

Who: Cassels Brewing Co

What: Multi-faceted, family-owned business comprising three intertwined arms: The Tannery boutique retail precinct, a thriving hospitality/events business, and the Cassels beer brand

Where: Christchurch, NZ

Website: www.cassels.nz

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