Fellr
Fellr is an independently owned Australian alcoholic beverages company founded in Sydney in 2020, selling brewed 4% and 6% ABV alcoholic sodas and a Watermelon Vodka spirit through national liquor retailers, hospitality venues, direct e-commerce, and an Australian Vintage distribution partnership.
- Company typePrivate
- Founded2020
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fellr does
Fellr is an Australian alcoholic beverages company, founded in Sydney in July 2020 by two coastal founders under the legal entity FELLR DRINKS PTY LTD. It sells brewed alcoholic sodas in a 4% ABV core range (Passionfruit, Watermelon, Peach, Pink Lemonade, Ginger Beer) and a 6% ABV 'Double' sub-brand, all positioned as all-natural, gluten-free, vegan-friendly, with under 0.2g sugar and approximately 83 calories per 330mL can. In 2025 the company expanded into standalone spirits with FELLR Watermelon Vodka, a vodka that is five times distilled and two times charcoal filtered. The core technical differentiator is a proprietary brewing method that produces a clear, full-bodied beverage with depth of flavour rather than the typical hard-seltzer profile, applied across both the brewed sodas and the spirits line.
The company's go-to-market combines direct-to-consumer e-commerce (drinkfellr.com, powered by Shopify, with merchandise), wholesale distribution to major Australian retail chains (BWS, Dan Murphy's, Liquorland, First Choice, Vintage Cellars, plus independent bottle shops and online retailers Boozebud and Not Wasted), on-premise presence in bars and pubs across NSW, VIC and QLD, and a strategic distribution partnership with Australian Vintage (announced August 2025) for nationwide coverage and category expansion into vodka-based RTDs and bottled spirits. Marketing is product-led and youth-culture-oriented, leveraging TikTok and Instagram content, influencer seeding, festival and event activations, paid media across Meta/Google/TikTok, and a content series called 'Land of Fizz.'
Fellr is privately held and independently owned, with a team of 11-50 employees and no disclosed external funding rounds. William Morgan is identified as a director and co-founder. Revenue is generated through one-time product sales across both the consumer e-commerce channel and wholesale to retail/hospitality partners; pricing is published in Australian Dollars at A$100 per 4-pack for the 4% core range and A$149 per 4-pack for the 6% Double range. No financial figures, customer concentration metrics, or AI/ML capabilities are disclosed in available source material.
Fellr firmographics
Firmographics- Name
- Fellr
- Legal name
- FELLR DRINKS PTY LTD
- Website
- https://drinkfellr.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fellr is an independently owned Australian alcoholic beverages company founded in Sydney in 2020, selling brewed 4% and 6% ABV alcoholic sodas and a Watermelon Vodka spirit through national liquor retailers, hospitality venues, direct e-commerce, and an Australian Vintage distribution partnership.
- Ownership category
- akta.pro rank
Fellr industry classification
Industry- Product category
- Ready-to-Drink Alcoholic Beverages
- NAICS
- Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)
- akta.pro secondary industries
- Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer) (CRADAIAD), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)
Keywords
Where Fellr is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Fellr business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Direct E-commerce Sales: Products sold directly to consumers through Fellr's own online storefront at drinkfellr.com. Consumers can purchase individual products and merchandise.
- Wholesale/Retail Distribution: Products distributed through major Australian retailers including BWS, Dan Murphy's, Liquorland, First Choice, Vintage Cellars, and independent retailers, bars and pubs across Australia. Revenue generated from bulk product sales to retail partners.
- Distribution Partnership Revenue: Partnership with Australian Vintage enables distribution across all Australian states and territories for RTD products, with plans to expand into vodka-based RTDs and bottled spirits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 4% ABV Core Range - A$100 per 4-pack/carton |
| Unit Pricing | Pay-as-you-go | 6% ABV Double Range - A$149 per 4-pack/carton |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Fellr product offering
Product offeringCore offering
Fellr manufactures and sells brewed alcoholic sodas (RTDs) under its own brand, with a 4% ABV core range (Passionfruit, Watermelon, Peach, Pink Lemonade, Ginger Beer), a 6% ABV DOUBLE range (Passionfruit, Watermelon, Green Apple), and an all-natural Watermelon Vodka. Products are positioned as better-for-you alternatives with 0.2g sugar, 83 calories per 330mL can, all natural ingredients, gluten free, and vegan friendly, sold directly to consumers online and through Australian retail and hospitality channels.
Product overview
FELLR is an Australian alcoholic drinks company that offers a portfolio of ready-to-drink (RTD) alcoholic beverages and spirits. The core product line consists of 4% ABV alcoholic sodas (Core Range) featuring flavors including Passionfruit, Watermelon, Peach, Pink Lemonade, and Ginger Beer, all brewed using a custom-developed brewing method that produces a clear, refreshing beverage with natural fruit flavors, minimal sugar (under 0.2g), and low calories (83-103 per can). The company also launched a 6% ABV DOUBLE Range sub-brand (Passionfruit, Watermelon, Green Apple) for stronger occasions, and expanded into spirits with an all-natural Watermelon Vodka (five times distilled, two times charcoal filtered). Additionally, FELLR sells merchandise through its online store and has collaborated on limited-edition products like the ALFREDS APT. x FELLR Lemon Squash. All products are marketed as all-natural, gluten-free, and vegan-friendly.
Differentiator
Problem solved
Functional benefit
Brands
- FELLR Double: A 6% ABV alcoholic soda range brewed for nights that fizz, featuring Passionfruit, Watermelon, Green Apple, and Lemon Squash flavors. All natural with only 0.2g sugar, gluten free and vegan friendly.
- FELLR Watermelon Vodka
Products and services
- FELLR Passionfruit 4% ABV alcoholic soda with natural passionfruit complemented by crisp hints of citrus and a smooth, dry finish. All natural, only 83 calories, under 0.2g sugar, gluten free, and vegan friendly. Targeted at Australian adults seeking better-for-you RTD options.
- FELLR Watermelon 4% ABV alcoholic soda featuring crisp watermelon flavour reminiscent of summer fruit. All natural, only 83 calories per can, gluten free, and vegan friendly. Targeted at Australian adults seeking low-calorie RTDs.
- FELLR Peach 4% ABV alcoholic soda with peach flavour positioned as a sessionable option for social occasions. Part of the FELLR core range, all natural, gluten free, and vegan friendly. Targeted at Australian adults seeking better-for-you RTD options.
- FELLR Pink Lemonade 4% ABV alcoholic soda crafted with real raspberry and lemon juice. Approximately 4g sugar and 94 calories per can, light and sessionable. Targeted at Australian adults seeking nostalgic, full-flavoured yet low-sugar RTDs.
- FELLR Ginger Beer 4% ABV alcoholic ginger beer balancing real Queensland ginger with sweetness and freshness, inspired by traditionally brewed non-alcoholic ginger beers. 103 calories, all natural, gluten free, vegan friendly. Targeted at Australian adults seeking full-flavoured low-sugar RTDs.
- FELLR DOUBLE Passionfruit 6% ABV alcoholic soda in the FELLR DOUBLE range, with a sweet and tangy passionfruit flavour. All natural, 0.2g sugar, gluten free, vegan friendly. Targeted at Australian adults seeking a higher-strength sessionable RTD.
- FELLR DOUBLE Watermelon 6% ABV alcoholic soda in the FELLR DOUBLE range, a bolder watermelon expression with 0.2g sugar, all natural, gluten free, and vegan friendly. Targeted at Australian adults seeking stronger, lower-sugar RTDs.
- FELLR DOUBLE Green Apple 6% ABV alcoholic soda in the FELLR DOUBLE range with a crisp and fresh green apple flavour and 0.2g sugar. All natural, gluten free, vegan friendly. Targeted at Australian adults seeking a stronger, lower-sugar RTD.
- FELLR Watermelon Vodka All-natural watermelon vodka that is five times distilled and two times charcoal filtered, designed to be sipped or mixed with soda in cocktails. Distributed via BWS, Dan Murphy's, and local independent retailers, bars, and pubs across Australia. Targeted at Australian adults seeking a natural-fruit vodka.
- ALFREDS APT. x FELLR Lemon Squash Limited-edition collaboration canned alcoholic soda with Alfred's Apartment, a zesty lemon squash drop positioned as an East Coast summer celebration beverage. All natural, low sugar, low calories, gluten free. Targeted at Australian adults and brand collaborators.
- FELLR Merchandise Store Online store selling FELLR branded merchandise, including apparel and accessories organised into DOUBLE and CORE categories. Targeted at brand fans and existing beverage customers.
Quantifiable outcome
- Only 25 calories per 100mL (83 calories per 330mL can)
- +2 more outcomes
Companies that use Fellr
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Fellr technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Fellr partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Australian VintagecoreAustralian Vintage (owner of McGuigan and Tempus Two wines) has entered into a distribution partnership with Fellr to sell Fellr's range of 4% abv ready-to-drink products across all Australian states and territories. The agreement will also support Fellr's expansion into vodka-based RTDs and full bottled spirits. Fellr gains access to Australian Vintage's existing sales and distribution infrastructure through this deal.
Scale indicators2 records
Recent moves5 records
Expansion highlights6 records
Fellr competitors and assessment
Company assessmentDirect peers
- White Claw: The category-defining US hard seltzer brand (Mark Anthony Brands). Most directly comparable to Fellr as a mass-market, better-for-you, low-calorie alcoholic seltzer targeting a similar youth / lifestyle consumer, although at vastly larger scale and global footprint.
- Brookvale Union: Asahi/Lion-owned Australian craft brewing brand with a seltzer/hard soda range. Direct peer in the Australian brewed alcoholic beverage category with similar heritage/craft positioning and broad retail distribution.
- Topo Chico Hard Seltzer: Coca-Cola-owned hard seltzer brand. Directly comparable to Fellr as a low-calorie, flavour-forward alcoholic seltzer distributed through major retail and on-premise channels, with the added backing of a global beverage giant.
- Truly Hard Seltzer: Boston Beer Company's hard seltzer line. Direct competitor in the flavoured, low-calorie hard seltzer space with comparable product architecture (multiple flavours, low sugar/calorie positioning) and similar youth-targeted marketing.
- Hard Solo: Lion's Australian hard seltzer brand. Direct competitor in the Australian flavoured alcoholic seltzer category with comparable low-sugar, fruit-flavour positioning aimed at the same 18–35 consumer.
- Vodka Cruiser: Asahi-owned Australian RTD brand (vodka-based pre-mixed drinks). Direct peer in the Australian RTD category with similar fruit-flavour positioning and similar target demographic, but operating at a much larger scale.
Emerging players
- Two Bays Brewing Co: Australian low-carb, gluten-free craft brewery producing seltzers and low-carb beers. Closest emerging Australian craft analogue to Fellr's better-for-you positioning, although at a smaller scale and with a brewing-led rather than lifestyle-led brand.
Broad incumbents
- Smirnoff Ice: Diageo's flagship flavoured RTD brand. Broad incumbent in the global RTD category with comparable sweet, low-bitterness flavour profiles; less specialised in the low-cal/health-positioned niche that Fellr owns.
- Somersby: Carlsberg-owned cider brand distributed globally and in Australia. Adjacent incumbent with similar fruity, low-bitterness, social-occasion positioning to Fellr's alcoholic sodas.
Others
- Australian Vintage: Owner of McGuigan and Tempus Two wines and Fellr's national distribution partner. Related as the strategic channel partner providing the infrastructure behind Fellr's Australia-wide retail reach; also a comparator for an established Australian branded beverage company.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Fellr social profiles
Digital presenceFellr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fellr leadership team
Management profileNumber of profiles
Profiles1 record
Fellr funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fellr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fellr
What does Fellr do?
Fellr manufactures and sells brewed alcoholic sodas (RTDs) under its own brand, with a 4% ABV core range (Passionfruit, Watermelon, Peach, Pink Lemonade, Ginger Beer), a 6% ABV DOUBLE range (Passionfruit, Watermelon, Green Apple), and an all-natural Watermelon Vodka. Products are positioned as better-for-you alternatives with 0.2g sugar, 83 calories per 330mL can, all natural ingredients, gluten free, and vegan friendly, sold directly to consumers online and through Australian retail and hospitality channels.
Is Fellr a public or private company?
Fellr is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fellr founded?
Fellr was founded in 2020. It employs 11 to 50 people.
Where is Fellr based?
Fellr is headquartered in Sydney, Australia, in the Oceania region.
How does Fellr make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Retail Distribution and distribution Partnership Revenue.
Who are Fellr's main competitors?
Direct peers on record are White Claw, Brookvale Union, Topo Chico Hard Seltzer, Truly Hard Seltzer, Hard Solo and Vodka Cruiser. Two Bays Brewing Co is listed as an emerging player. Broad incumbents are Smirnoff Ice and Somersby. Australian Vintage is listed as an others.
Does Fellr have an API?
No public API is recorded for Fellr.
What industry is Fellr in?
Fellr's product category is Ready-to-Drink Alcoholic Beverages. Its primary akta.pro industry code is AFAFAAAE, Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer), with a secondary code of CRADAIAD, Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer). Its NAICS code is 3121 and its SIC code is 2080.