Australia’s largest independent light RTD brand—FELLR—is taking on the spirits giants with the debut of Watermelon Vodka.

Co-founders Will Morgan and Andy Skora are targeting Gen Z consumers with the launch as they seek to drive category growth with the new product.

Born during the COVID-19 lockdown of 2020, FELLR has focussed on natural flavours and a light taste profile, growing to sell more than four million drinks a year and expanding from 30 stores to over 5000 retail and venue locations nationwide.

Earlier this year, the brand also claimed the World’s Best Premix title at the 2025 World Premix Awards in London.

While global spirits giants have moved downstream from bottles to ready-to-drink formats, FELLR has chosen the reverse trajectory – leveraging its cult following to storm the spirits category.

The launch sees FELLR’s Watermelon variant – one of Australia’s leading RTD products since its 2021 launch – translated into premium spirits. The five times distilled, twice charcoal-filtered wheat vodka maintains FELLR’s light and crisp taste, while providing the versatility to be mixed into everything from simple vodka sodas to cocktails.

“We’re not just launching another flavoured vodka – we’re taking our cult Watermelon that Australians already love and giving them a premium format for at-home occasions,” said Morgan.

Vodka dominates as the nation’s top spirit with a third of on-premise sales, and the segment is forecast to grow 4.5%
annually through 2032 as drinkers gravitate toward lighter, low-calorie options. The new release also taps into Gen Z’s preference for spirits.

“FELLR has built its growth by creating products and experiences that resonate with Gen Z and Millennials and establishing a loyal community who trust the brand to deliver what’s next,” said Morgan.

Plans are already underway for a straight vodka and additional “strong unique flavours tailored to the Aussie market”.

“This move into spirits is about backing ourselves and backing our community of FELLR drinkers who’ve been with us since day one,” said Skora.

FELLR Watermelon Vodka has started rolling out nationally this week at BWS, Dan Murphy’s and independent retailers, as well as bars, pubs and restaurants. It has an RRP of $57, with a special launch price of $49 throughout October.