People celebrating with balloons and cake at an event.

FELLR, the innovative Australian beverage brand, is celebrating its fourth anniversary with remarkable achievements, including a 40% growth in the last fiscal year. Founded in 2020 by Andy Skora and Will Morgan, FELLR has quickly established itself as a leader in the hard seltzer market, appealing to a younger demographic seeking healthier drinking options.

Key Takeaways

  • FELLR achieved a 40% growth in FY24.
  • The brand has expanded its product line with a new Ginger Beer.
  • FELLR is now the third-largest hard seltzer brand in Australia.
  • The company has partnered with major retailers to enhance distribution.

Celebrating Growth

Since its inception, FELLR has experienced phenomenal growth, boasting a compound annual growth rate (CAGR) of 91%. This success is attributed to the brand’s ability to resonate with the evolving tastes of younger consumers, particularly Gen Z, who are increasingly seeking low-sugar and flavorful alternatives to traditional alcoholic beverages.

In 2023, FELLR sold over four million cans and schooners across Australia, outpacing larger competitors in a challenging market. The brand’s commitment to quality and innovation has solidified its position as Australia’s top independent hard seltzer brand.

New Product Launch: Ginger Beer

In a strategic move to diversify its offerings, FELLR has launched its first beer product, a Ginger Beer with a 4% ABV. This new addition is designed to cater to the growing demand for low-calorie, flavorful beverages. Made from real Queensland ginger, FELLR Ginger Beer aims to provide a refreshing alternative that avoids the overly sweet taste often found in other alcoholic ginger beers.

The company anticipates that this new product will account for over 25% of its total sales in the current financial year. FELLR’s focus on crafting sessionable drinks aligns with the preferences of modern Australian consumers, who are increasingly looking for healthier options.

Strategic Partnerships

To ensure widespread availability, FELLR has partnered with Endeavour Drinks Group, allowing its Ginger Beer to be sold in over 1,700 Dan Murphy’s and BWS stores across Australia. This partnership is part of a broader strategy to enhance FELLR’s presence in both retail and on-premise locations, including collaborations with leading hospitality groups like Merivale, ALH, and Solotel.

Looking Ahead

As FELLR continues to innovate and expand its product line, the co-founders express their excitement about the future. "FELLR’s mission has always been to deliver high-quality, refreshing alternatives to traditional beer," said Andy Skora and Will Morgan. They believe that the current shift in consumer preferences presents a unique opportunity for growth in the beverage industry.

With the launch of FELLR Ginger Beer and its ongoing commitment to quality and innovation, the brand is well-positioned to meet the demands of a changing market. As it celebrates its fourth anniversary, FELLR looks forward to further success and continued expansion in the years to come.

Sources

Caroline Hill
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