From a casual chat over drinks to a booming business, FELLR has turned a simple idea into a thriving brand, now on track to sell millions of units.
Four years ago, Will Morgan and Andy Skora, two mates from Bondi, found themselves sharing a conversation over a beer that would ultimately change their lives. The pair, who both left corporate jobs to pursue a dream, set out to create a new kind of alcoholic drink—one that would stand out in the burgeoning hard seltzer market. Today, their company, FELLR, is a household name in Australia, with the brand now stocked in over 5,000 stores and venues across the country. In 2024, FELLR is projected to sell over 5.5 million cans, a remarkable milestone for the young brand.
A Rocky Start and a Bold Vision
The idea for FELLR was sparked by the explosive growth of hard seltzers in the United States in 2019. Will and Andy saw an opportunity to introduce this refreshing new category to the Australian market, but their timing couldn’t have been worse. Just three months after quitting their stable corporate careers, the COVID-19 pandemic hit, throwing a wrench in their plans. To make matters more stressful, Will discovered he was going to be a father just days after leaving his job.
“We were like, ‘Damn, we need to make sure this works!’” Will recalls, acknowledging the pressure they faced in those early days.
But despite these setbacks, the duo remained determined. Early on, they faced supply chain issues, but they found creative solutions to keep their product on the shelves. At one point, they bought cans from stores with surplus stock and repackaged them for redistribution, ensuring the stores met their order thresholds and re-triggered new stock orders.
From Struggles to Success
FELLR’s perseverance paid off. Since launching, the brand has sold more than 9.3 million units, with over 5 million expected to be sold this year alone—equating to more than 15,000 cans a day. FELLR’s success is reflected in its expanding market presence, with sales expected to exceed $18 million next financial year.
The brand’s flagship flavors—passionfruit, peach, pineapple & coconut, and mango—quickly gained popularity, but it’s the watermelon seltzer that has become the brand’s standout product. According to Andy, the watermelon flavor remains one of their top sellers, due to its balance of low-calorie sweetness and refreshing taste.
To appeal to consumers with a variety of tastes, FELLR also offers a mixed 10-pack featuring its core range of flavors. Recently, the company launched a new Ginger Beer variant, made with real Queensland ginger. The 4% ABV seltzer is expected to account for over 25% of FELLR’s sales this year.
Brand Philosophy and Future Plans
FELLR’s rise can be attributed not only to its high-quality product but also to its distinct brand approach. Will emphasizes that the brand was created with a broad audience in mind, rejecting the typical “female-focused” narrative seen in many other seltzer brands. Instead, FELLR offers an easy-drinking, low-calorie option that appeals to a diverse demographic.
One thing FELLR refuses to embrace is influencer marketing. While celebrities and influencers have been seen enjoying FELLR, Andy explains that they’ve deliberately avoided using influencers to promote their brand. “We always thought the use of influencers to launch your brand isn’t that authentic,” he says, adding that they prefer organic growth.
What’s Next for FELLR?
Looking ahead, Will and Andy are more ambitious than ever. Their first major “pinch-me” moment came when they realized their product was stocked in iconic venues like Sydney’s Allianz Stadium and the Sydney Cricket Ground, where it’s now enjoyed by thousands during major sporting events.
But their goals extend far beyond Australia. The duo is eager to expand FELLR into international markets and continue innovating within the beverage space. “We’re excited to explore new liquor categories, new formats, new flavors, and continue to push the bar with FELLR,” Will says. “We’d love to introduce international audiences to FELLR.”
As they continue to build on their success, FELLR’s future looks brighter than ever, and their passion for crafting unique, enjoyable drinks shows no signs of slowing down.
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