Sydney based independent beverage brand, Fellr, is celebrating its fourth anniversary with a first-time foray into the beer category – officially launching its 4% ABV Ginger Beer.
Launched in 2020 to fill a gap in the drinks industry targeting a low calorie, low sugar alternative to beer, Fellr showed a 40 per cent growth in FY24. The company has expanded by 91 per cent CAGR growth annually in the past four years, and had become Australia’s top independent hard seltzer and the third-largest brand in the category by the close of 2023.
Fellr co-founder, Will Morgan, said the team believes consumers entering the alcohol market today are searching for alternatives to beer – especially brands with lower calories, less sugar, more flavour, that are 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,” said Morgan.
Expecting it to make up over 25 per cent of the brand’s total sales this financial year, Fellr has created this Ginger Beer, which it states showcases complex ginger notes, steering clear of the overly sweet taste found in many alcoholic ginger beers. The new offering provides a low calorie, full flavour, low sugar option made from real QLD ginger.
The company has partnered with Endeavour Drinks Group for the expansion, ensuring the availability of its Ginger Beer in over 1700 Dan Murphy’s and BWS stores across the country.
Fellr co-founder, Andy Skora, said the company’s mission has always been to deliver high-quality, refreshing alternatives to traditional beer.
“We’re thrilled to expand our portfolio with Ginger Beer and continue to grow across categories,” said Skora.
Fellr Ginger Beer is available nationwide in over 1700 liquor stores, for RRP $29.50 in a six-pack and $90.00 for a 24-pack, and on tap in On-Premise Pubs and bars.
