FELLR launched in July with their Lime and Soda and Dry and Lime flavours and have since launched their Watermelon flavour to rave reviews, selling out their first batch within a couple of weeks. Now FELLR kegs are starting to rollout to venues including Beach Road Hotel, Bondi Bowling Club, and the Prince of Mereweather in Newcastle.
Ben Pearce, General Manager of Beach Road Hotel in Bondi explains “After being approached by an array of seltzer brands and tasting each one, I felt FELLR was the pick of the bunch and a great brand fit for the hotel. We were lucky enough to have the first keg on tap and with some gentle persuasion FELLR stands up amongst established draught beer and cider brands to disrupt long held draught traditions.”
Daniel Williams from the Prince of Merewether in Newcastle says “FELLR have delivered an exceptional product with the flavour profile and branding standing out from the crowd. It appeals to both the male and female demographic and even the health conscious. Since tapping it here at the Prince of Merewether, in just a few weeks it has a become a top 5 selling tap and I wouldn’t be surprised to see that climb as we move into summer.”
FELLR, one of the first independent and locally brewed alcoholic seltzers in Australia, is expanding its product offering after the huge success of their cans through retail and on-premise.
Co-founders Andy Skora and Will Morgan created FELLR out of their garages on the beaches of Sydney, and like many start up stories, theirs started over a couple of beers, and a debate over why there was a serious lack of pre-mixes that people were proud to serve.
They have gone on to pursue a fresh take on an emerging category, and with a focus on innovation, were keen to move quickly into the on-tap space.
Andy Skora said: “Coming from a spirits background, we know how pivotal the on-premise is to building brands, and we’ve always dreamed of having FELLR sit front and centre next to some of the craft beer brands who inspired us to jump out of our everyday jobs and give our own business a go.”
Will Morgan agreed: “We know hard seltzers can be a complicated proposition to explain, so we went for a familiar bar call in the Dry & Lime... Also, we’ve seen the impact of pink drinks off the back of the Rosé revolution, and with nothing like it available in schooners off the tap, we agreed Watermelon on-tap was a no brainer! It actually tastes insane!”
FELLR says that their custom brewed base adds a depth of flavour and mouthfeel that other brewed and spirit-based seltzers seem to lack.
FELLR has been trialling kegs around Australia, and are now pressing forward with further keg expansion from early November. Kegs will be available through Paramount, ALM and ILG. They come in 50L kegs of Dry & Lime and Watermelon at 4% ABV. FELLR is proud to be all natural, gluten free, vegan friendly and around 100 calories per schooner.
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