Australian independent drinks brand FELLR, is celebrating its fourth anniversary with 40% growth in FY24 … and a Ginger Beer launch.

FELLR was launched in 2020 by Sydneysiders Andy Skora and Will Morgan, who were seeking to create a low calorie, low sugar, ‘sessionable’ alternative to beer.

In the past four years, FELLR has seen phenomenal growth, expanding by 91% CAGR growth annually.

The brand has become Australia’s top independent hard seltzer and was the third-largest brand in the category by the close of 2023, selling more than four million cans and schooners across Australia throughout the year.

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.”

In a strategic move to diversify its portfolio, FELLR has just made its first foray into the beer category with the launch of its Ginger Beer.

Inspired by traditionally brewed non-alcoholic ginger beers, the new 4% ABV offering is low calorie, low sugar and made from real Queensland ginger.

Morgan said the new product is expected it to make up 25%+ of the brand’s total sales this financial year.

FELLR has partnered with Endeavour Group to distribute the Ginger Beer in more than 1700 Dan Murphy’s and BWS stores across Australia.

The product will also be available to the full on-trade market, thanks to partnerships with leading hospitality groups such as Merivale, Applejack, Tilly & Wills, ALH and Solotel.

“FELLR’s mission has always been to deliver high-quality, refreshing alternatives to traditional beer,” said co-founder Skora.

“We’re thrilled to expand our portfolio with Ginger Beer and continue to grow across categories.”

FELLR Ginger Beer has an RRP for 6-packs of 330ml (4% ABV) $29.50, with 24-packs at $90.