South Ave
South Ave is an Australian-owned RTD beverage brand selling zero sugar hard seltzers and vodka-based drinks (375ml, 4.3% ABV, 90 cal) direct-to-consumer via Shopify and through wholesale to venues, festivals, and stadiums across Australia.
- Company typePrivate
- Founded2021
- HeadquartersSomerton Park, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What South Ave does
South Ave is an Australian-made, founder-owned ready-to-drink beverage brand (legal entity South St Liquor Pty Ltd, established 2021, headquartered in Somerton Park, South Australia) that produces zero sugar hard seltzers and vodka-based RTDs in 375ml cans at 4.3% ABV and 90 calories. The product range spans approximately seven seltzer SKUs (Sour Watermelon, Grape, Mango, Lychee, Crisp Apple, Lemon, plus a Mixed Pack and a limited-edition Sour Strawberry) and four vodka RTD SKUs (Sour Blue Raspberry, Orange Soda, Pineapple, and the August 2025 launch Sour Cola), all positioned as vegan, gluten-free, and Australian-made.
The commercial model is dual-channel: direct-to-consumer sales through a Shopify-powered storefront (southave.com.au) with Australia-wide shipping and age-verified delivery, plus wholesale distribution into venues, bottle shops, festivals, and sporting stadiums via a self-serve wholesale inquiry process. A separate Vault 001 merchandise line (apparel, caps, socks, tote bags, glassware, accessories) extends the brand into lifestyle retail at price points from $9.99 to $99.95 AUD, while SMS and email marketing is run through Klaviyo. The team is small (11 employees) and the company is bootstrapped with no disclosed funding rounds or external investors.
Customer acquisition is driven primarily by event activations and partnerships rather than paid digital acquisition: the brand has served as official beverage partner for LIV Golf Adelaide 2025, Electric Island (Adelaide and Perth), the Central Cee Australian tour pre-party, and the Nelly afterparty in Melbourne, and has hosted named stages at Screamfest and Poppin Out. Pricing on the storefront is approximately $129.99 AUD per case for full seltzers and $69.69 AUD for the 10-pack Mixed Pack, with free shipping above $200 AUD. The company holds the registered SOUTH AVE trademark and operates under Australian liquor licence No. 57621124.
South Ave firmographics
Firmographics- Name
- South Ave
- Legal name
- South St Liquor Pty Ltd
- Website
- https://southave.com.au
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- South Ave is an Australian-owned RTD beverage brand selling zero sugar hard seltzers and vodka-based drinks (375ml, 4.3% ABV, 90 cal) direct-to-consumer via Shopify and through wholesale to venues, festivals, and stadiums across Australia.
- Ownership category
- akta.pro rank
South Ave industry classification
Industry- Product category
- Hard Seltzer and RTD Alcoholic Beverages
- SIC
- Beverages (2080)
- akta.pro primary industry
- Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer) (CRADAIAD)
- akta.pro secondary industry
- Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)
Keywords
Where South Ave is headquartered
LocationHeadquarters
- HQ city
- Somerton Park
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
South Ave business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Beverage Product Sales: Direct sales of zero sugar hard seltzer and vodka RTD products to consumers through e-commerce and to retailers through wholesale distribution.
- Merchandise Sales: Sale of branded merchandise including apparel (hoodies, t-shirts), accessories (caps, socks, bags, sunnies), and lifestyle products (glassware, stubby holders, key rings).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single serve hard seltzer and vodka RTD products (375ml cans at 4.3% ABV) |
| Unit Pricing | Pay-as-you-go | Apparel and accessories merchandise |
| Unit Pricing | Pay-as-you-go | Shipping insurance add-on |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
South Ave product offering
Product offeringCore offering
South Ave produces and sells zero sugar, 90-calorie, vegan and gluten-free hard seltzer and vodka-based RTD (ready-to-drink) alcoholic beverages in 375ml cans at 4.3% ABV, alongside a branded lifestyle and apparel merchandise range (Vault 001). Products are sold direct-to-consumer through a Shopify online store with Australia-wide shipping and distributed wholesale to venues, bottle shops, festivals, and sporting stadiums.
Product overview
South Ave is an Australian-made zero sugar RTD beverage brand operating as a single product line with a separate merchandise collection. The core offering consists of ready-to-drink hard seltzers (Sour Watermelon, Grape, Mango, Lychee, Crisp Apple, Lemon, and Mixed Pack) and vodka-based RTDs (Sour Blue Raspberry Vodka, Orange Soda Vodka, Pineapple Vodka, and new Sour Cola Vodka), all sold as 375ml cans at 4.3% ABV with 90 calories, zero sugar, vegan, and gluten-free formulations. A limited-edition Sour Strawberry seltzer is also available. The company operates the Shopify-powered South Ave online store for direct-to-consumer sales across Australia, alongside a separate Vault 001 merchandise line featuring apparel (hoodies, tees, caps), accessories (tote bags, socks, key rings, lanyards, glassware, stubby holders, air fresheners, deck of cards, and metal beverage openers). The brand's identity centers on low-calorie, full-flavor beverages for the festival and social scene.
Differentiator
Problem solved
Functional benefit
Products and services
- Sour Watermelon Hard Seltzer Zero sugar hard seltzer with sour watermelon flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Sold to Australian adult consumers for personal consumption.
- Grape Hard Seltzer Zero sugar hard seltzer with grape flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Sold to Australian adult consumers.
- Mango Hard Seltzer Zero sugar hard seltzer with mango flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Sold to Australian adult consumers.
- Lychee Hard Seltzer Zero sugar hard seltzer with lychee flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Sold to Australian adult consumers.
- Crisp Apple Hard Seltzer Zero sugar hard seltzer with crisp apple flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Sold to Australian adult consumers.
- Lemon Hard Seltzer Zero sugar hard seltzer with lemon flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Part of the core seltzer line for Australian adult consumers.
- Seltzer Mixed Pack Assorted 10-pack of 375ml zero sugar hard seltzer cans at 4.3% ABV, allowing consumers to sample multiple seltzer flavors across the range. Sold to Australian adult consumers.
- Sour Strawberry Limited Edition Hard Seltzer Limited edition zero sugar hard seltzer with sour strawberry flavor, sold as a 16-pack case of 375ml cans at 4.3% ABV. Targeted at Australian adult consumers seeking bold, sour flavor variants.
- Sour Blue Raspberry Vodka RTD Zero sugar vodka-based ready-to-drink with sour blue raspberry flavor, 375ml can at 4.3% ABV and 90 calories. Sold to Australian adult consumers for personal consumption.
- Orange Soda Vodka RTD Zero sugar vodka-based ready-to-drink with orange soda flavor, 375ml can at 4.3% ABV and 90 calories. Sold to Australian adult consumers.
- Pineapple Vodka RTD Zero sugar vodka-based ready-to-drink with pineapple flavor, 375ml can at 4.3% ABV and 90 calories. Sold to Australian adult consumers.
- Sour Cola Vodka RTD Zero sugar vodka-based ready-to-drink with sour cola flavor, 375ml can at 4.3% ABV and 90 calories; vegan and gluten free. Targeted at Australian adult consumers seeking nostalgic soda-inspired RTDs.
- Vault 001 Merchandise Collection Limited lifestyle merchandise drop including branded apparel (hoodies, tees, caps), accessories (sunglasses, tote bags, socks, key rings, lanyards), glassware, stubby holders, playing cards, metal bottle openers, and air fresheners. Sold direct-to-consumer via the South Ave online store to fans of the brand.
Quantifiable outcome
- 90 calories per 375ml serving (vs typical RTDs at 150-200+ calories)
- +1 more outcomes
Companies that use South Ave
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
South Ave technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
South Ave partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- ScreamfestminorSouth Ave partnered with Screamfest for their NSW return, hosting the South Ave Cemetery Stage at Manning Courtyard. Event took place November 1 with 6PM-late timing. Third release tickets available via Moshtix.
- Poppin Out FestivalminorSouth Ave participated in Poppin Out Festival 2025 in Adelaide at Synagogue Pl, Marys Poppin Bar. Event was November 1, 5PM-11PM, featuring Havana Brown. Festival described as ultimate day-to-night street party.
- Central Cee Australian TourcoreSouth Ave was the official beverage partner for Central Cee's Australian tour pre-party. Events at Sydney's Aura club and Melbourne's Ms Collins featured DJ sets and South Ave products. Both nights (June 26-27, 2025) were packed with Southies flowing.
- Electric Island FestivalcoreSouth Ave was the official beverage partner at Electric Island beachside festival in Adelaide (Glenelg Beach) and Perth (Cottesloe Beach). Featured Duke Dumont, Hayden James and more. As Glenelg locals, South Ave had brand presence with Southies at the event.
- Nelly AfterpartycoreSouth Ave was the official beverage partner for the Nelly afterparty in Melbourne at The Albion. World's biggest hip hop artist performed until 5AM with Southies flowing throughout the night.
- LIV Golf Adelaide 2025coreSouth Ave was stocked in every bar at LIV Golf Adelaide 2025. Three-day event (February 14-16) featured world-class golf and live music. South Ave operated exclusive brand area with daily competitions, prizes, and entertainment.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
South Ave competitors and assessment
Company assessmentBroad incumbents
- White Claw: White Claw is the global market-leading hard seltzer brand, owned by Mark Anthony Brands. While not Australian-made, it competes directly with South Ave for the same zero-sugar, low-calorie, social-occasion consumer and is widely distributed across Australian retail and on-premise channels.
- Truly Hard Seltzer: Truly is a Boston Beer Company hard seltzer brand competing in the same zero-sugar, full-flavour RTD space as South Ave. It is a global category leader with substantial marketing budget and shelf presence, and is distributed in Australia as an imported competitor.
- Smirnoff (Diageo): Smirnoff is a global vodka and RTD brand owned by Diageo. Its Smirnoff Seltzer and Ice RTD lines directly overlap with South Ave's vodka RTD portfolio (Sour Blue Raspberry, Orange Soda, Pineapple, Sour Cola), targeting the same ready-to-drink occasion with vastly greater distribution and marketing scale.
- Asahi Beverages: Asahi Beverages is a major Australian and Asia-Pacific alcoholic beverage company whose portfolio (Asahi Super Dry, Vodka Cruiser, Cider, seltzer-adjacent lines) competes for the same Australian on-premise and retail distribution channels. As a deep-pocketed multinational incumbent, it represents the broader competitive set South Ave must navigate to scale.
- Bud Light Seltzer (AB InBev): Bud Light Seltzer is AB InBev's entry into the hard seltzer category and competes for the same low-calorie, social-occasion consumer. While imported and broader in portfolio, it shares the lightweight, flavour-forward positioning and competes with South Ave for Australian on-premise and retail distribution.
- Topo Chico Hard Seltzer (Coca-Cola): Topo Chico Hard Seltzer is Coca-Cola's hard seltzer offering, leveraging the brand's sparkling-water heritage. As an imported major-company competitor in the Australian market, it overlaps with South Ave's lightly sparkling, zero-sugar positioning and competes for the same premium positioning in retail and venues.
Direct peers
- Better Beer: Better Beer is an Australian low-carb/zero-sugar beer brand that competes head-to-head with South Ave for the same health-conscious, social-occasion consumer. Both target the Australian on-premise and DTC channels with a similar lifestyle-first, festival-friendly brand positioning, making it South Ave's closest direct competitor.
- Coopers Dry: Coopers Dry is an Australian low-calorie alcoholic beverage from Coopers Brewery that competes in the same sessionable, lighter RTD/seltzer-adjacent category. Both brands target Australian consumers seeking lower-calorie alcoholic options and share festival and sporting-event distribution channels.
- Hard Rated: Hard Rated is an Australian hard seltzer/RTD brand focused on full-flavour, low-calorie alcoholic beverages. It shares South Ave's zero-sugar RTD positioning, Australian-made identity, and festival/event marketing playbook, making it a near-direct competitor in the local market.
Regional players
- Hahn Brewing Company: Hahn is an Australian brewer (Lion/CUB) producing a portfolio that includes lower-carb and lighter alcoholic beverages relevant to the same occasion as South Ave. While broader in portfolio and based in Australia's larger incumbent brewers, it competes for on-premise distribution and festival sponsorships in the same Australian venues.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
South Ave social profiles
Digital presenceSouth Ave financial estimates
Financial estimateRevenue estimate
Valuation estimate
South Ave leadership team
Management profileNumber of profiles
South Ave funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
South Ave 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 South Ave
What does South Ave do?
South Ave produces and sells zero sugar, 90-calorie, vegan and gluten-free hard seltzer and vodka-based RTD (ready-to-drink) alcoholic beverages in 375ml cans at 4.3% ABV, alongside a branded lifestyle and apparel merchandise range (Vault 001). Products are sold direct-to-consumer through a Shopify online store with Australia-wide shipping and distributed wholesale to venues, bottle shops, festivals, and sporting stadiums.
Is South Ave a public or private company?
South Ave is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was South Ave founded?
South Ave was founded in 2021. It employs 11 to 50 people.
Where is South Ave based?
South Ave is headquartered in Somerton Park, Australia, in the Oceania region.
How does South Ave make money?
Two revenue lines are on record. Beverage Product Sales are the primary driver. The others are merchandise Sales.
Who are South Ave's main competitors?
Broad incumbents on record are White Claw, Truly Hard Seltzer, Smirnoff (Diageo), Asahi Beverages, Bud Light Seltzer (AB InBev) and Topo Chico Hard Seltzer (Coca-Cola). Direct peers are Better Beer, Coopers Dry and Hard Rated. Hahn Brewing Company is listed as a regional player.
Does South Ave have an API?
No public API is recorded for South Ave.
What industry is South Ave in?
South Ave's product category is Hard Seltzer and RTD Alcoholic Beverages. Its primary akta.pro industry code is CRADAIAD, Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer), with a secondary code of AFAFAAAE, Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer). Its SIC code is 2080.