The Brand has Launched a New Alcoholic Ginger Beer
FELLR, the leading Australian independent hard seltzer and challenger beverage brand founded by Sydneysiders Andy Skora and Will Morgan, is celebrating its fourth anniversary with a 40% growth in FY24. FELLR was launched in 2020, to fill a gap in the drinks industry targeting a delicious, low calorie, low sugar, ‘sessionable’ alternative to beer that young Aussies were proud to share with their friends.
In the past four years, FELLR has seen phenomenal growth, expanding by 91% CAGR growth annually, solidifying its position as Australia’s top independent hard seltzer and the third-largest brand in the category by the close of 2023. As demand for low-sugar beverages that don’t compromise on flavour continues to rise, FELLR has distinguished itself in an increasingly competitive market – a reflection of the brand’s ability to resonate with the evolving tastes of younger Gen Z consumers.
In a strategic move to diversify its portfolio, FELLR has made its first foray into the beer category with the launch of its Ginger Beer. This new 4% ABV offering underscores FELLR’s commitment to innovation, providing a low calorie, full flavour, low sugar, sessionable option made from real QLD ginger.
Expecting it to make up 25%+ of the brand’s total sales this financial year, FELLR, known for crafting award-winning seltzer with a focus on taste and sessionability, has created this Ginger beer by tapping into the needs of modern Australian consumers. Inspired by traditionally brewed non-alcoholic ginger beers, FELLR Ginger Beer showcases complex ginger notes, steering clear of the overly sweet taste found in many alcoholic ginger beers.
As part of this continued expansion, FELLR has partnered with Endeavour Drinks Group, ensuring the availability of its Ginger Beer in over 1,700 Dan Murphy’s and BWS stores across Australia. This launch shows FELLR’s growing presence in both retail and on-premise, thanks to partnerships with leading hospitality groups such as Merivale, ALH and Solotel, alongside collaborations with beloved brands like Messina.
“FELLR’s mission has always been to deliver high-quality, refreshing alternatives to traditional beer,” said Co-Founders Andy Skora and Will Morgan. “We’re thrilled to expand our portfolio with Ginger Beer and continue to grow across categories.”
This follows an impressive year, with FELLR selling over four million cans and schooners across Australia in 2023. Despite fierce competition, FELLR has outpaced larger, declining brands to maintain its lead in the market.
Co-Founder, Will Morgan, said: “We believe consumers entering the alcohol market today are searching for alternatives to beer – especially brands with lower calories, less sugar, more flavour, better for you. We are witnessing that revolution today with beer in steep decline and Gen Z consumers bypassing the beer category altogether. FELLR is here to meet that demand.”
FELLR Ginger Beer is available nationwide in over 1700 liquor stores and on tap in On-Premise Pubs and bars nationwide. RRP 6 pack of 330ml (4% ABV) $29.50 & 24 pack $90. For more information visit drinkfellr.co or follow @drinkfellr.
