Australia’s favourite independent hard seltzer company FELLR, is shaking things up with the release of their new Cocktail Seltzer range. After a hugely successful launch at this year’s GABS Craft Beer Festival, and an overwhelming number of requests, FELLR has canned their Australia-first innovation with the release of Watermelon Margarita. The cocktail seltzer will be available nationwide through Boozebud, First Choice Liquor stores and select independents from Friday, 8 October with Passionfruit Martini available in stores as the weather warms up.
FELLR was created by Andy Skora and Will Morgan at the height of a global pandemic. Both from established careers in the drinks industry, the pair had previously worked with some of the most iconic beverage brands in the world, before launching their independent brand in July 2020.
FELLR Co-Founder Will Morgan and the team are looking forward to launching the new product range into the market, noting “We’re hugely excited for the launch of our new higher ABV range of Cocktail Seltzers, to complement our current range. Cocktail Seltzers are the perfect drink to really dial up the night.
FELLR’s Cocktail Seltzer range is a modern take on the classics, without the nasty calories, and packaged up to grab, crack open and drink anywhere. The first release Watermelon Margarita is inspired by the traditional cocktail favourite, carefully balanced with lime and fresh watermelon to give the pre-mixed cocktail a subtle sweetness. For those who are looking to kick start their evenings, try salt the rim by dipping the can in water or lime juice, followed by salt for the complete Watermelon Margarita cocktail experience.
Having launched their Cocktail Seltzer range into the market as an Australian-first, on-tap at GABS 2021, FELLR used their unique custom brewing method to create a low sugar alternative to traditional shaken cocktails with only 97 calories and under 1g sugar per can with each beverage being gluten free and vegan friendly.
FELLR Co-Founder Andy Skora states, ‘At FELLR we’re huge on innovation, and have always been looking at where we can take FELLR next. Both coming from a spirits background, cocktail culture and mixology has always been a passion of ours, so we’ve always been excited how we could combine the two spaces.’
The two further note they received a lot of feedback from trade that there’s an appetite for higher ABV Seltzers, which they saw tapped into new drinkers, and more specifically, into new drinking occasions that low ABV seltzers didn’t quite satisfy.
Having seen the phenomenal growth globally of canned cocktails, an 86.8% year-over-year growth
according to Nielson, Morgan and Skora saw an opportunity for an Australian first and combining the two emerging trends – Brewed Cocktail Seltzers. The founders state,“ Traditionally cocktails have been heavily laden with sugar and calories, at FELLR we decided to take our experience of great tasting,
low calorie beverages, and create a range of delicious and smashable Cocktails that have next to no sugar and have half the calories of the traditional shaken cocktails”.
The release will also see the brand taking steps towards their sustainability mile stones, with cardboard sleeves in use on the range with all other FELLR products to ditch plastic packaging from December 2021.
FELLR Watermelon Margarita Cocktail Seltzer will be available nationwide through Boozebud,
First Choice Liquor stores and select independents from Friday, 8 October. RRP 4 pack of 250ml (6.5% ABV) $23.99. FELLR Passionfruit Martini Cocktail Seltzer will be on shelves by early November