FELLR is summer ready as seltzer segment continues to grow

Two new flavours join the FELLR range this September: Pineapple & Coconut, and Mango be available nationwide in a range of nationals and independents from Thursday.

FELLR continues to rank as one of the fastest growing Hard Seltzers in the country and research from IRI has found that the hard seltzer market in Australia has grown by over 282% in the last year to become a $210 million category. It now accounts for 16 per cent of the light RTD category. 

In 2020, IRI predicted seltzer sales in Australia would hit $300 million in 2025, and the RTD category continues to grow steadily each year.

The findings have been similar at Roy Morgan. In August, CEO Michele Levine said:

"The standout performer of the last few years has been RTDs, which have kept increasing despite the ending of lockdowns and almost all pandemic-related restrictions. A record high 16.7 per cent of Australians, up 3.2 percentage points (+680,000) from a year ago, now drink RTDs in an average four weeks. A deeper look into the RTD market in Australia shows the increasing popularity of seltzers over the last few years is continuing to drive the increasing consumption of RTDs generally. ‘Hard seltzers’ began to hit the Australian market in significant numbers in 2019, just before the pandemic struck, and these newer alcoholic products are still attracting an increasing array of customers.”

FELLR Co-Founder Will Morgan said, “We’re in an extremely exciting phase of our journey, off the back of two years of significant triple-digit growth, we’re seeing a fantastic start to the year as the on-premise bounces back with a bang. So we’re excited to bring two iconic Aussie summer flavours to market which our FELLR fans have been screaming for!”

FELLR’s Pineapple & Coconut, and Mango flavours are a true nod to Australian summers, with the quintessential tastes transporting you to the beach on a hot day, with a fruit bowl in hand.

FELLR Co-Founder Andy Skora states, “Knowing that Aussie’s have a love of Coconut, and with it being relatively new in the alcoholic seltzer space, we decided to try something different and unique, tapping into retro Pineapple & Coconut cocktail trends (Pina Colada) that are seeing a resurgence.

"We’ve released this alongside one of Aussie’s favourite summer fruits, and a known performer in this space, Mango.”

FELLR Passionfruit was named Master Brewed Seltzer at the The Spirits Business Hard Seltzer Masters in London earlier this year and its Watermelon won Gold. Fellr Watermelon Margarita won Silver in the Malted Seltzer category.

FELLR Pineapple & Coconut and Mango flavours will be available nationwide in national and independent retailers from Thursday. RRP 4 pack of 330ml (4 per cent ABV) $22.99.