FELLR goes free

June 28, 2022
By Ioni Doherty

Loved and lauded, Australia’s most awarded seltzer company FELLR is launching FELLR FREE this Friday to kick off Dry July.

FELLR Co-Founder Andy Skora says, “At FELLR, innovation is a core pillar of what we do, so we’re always keen to push the bar in multiple categories, and non-alc is something we saw really complimented our core range. It’s the same great FELLR taste our drinkers love, but without the alcohol and a fraction of the calories. We’ve already seen the overwhelming customer need for light, refreshing, low calorie alcoholic beverages, so we expect see huge opportunity for great tasting, guilt free, nonalcoholic premixes in this space”.

With a tiny ten calories per can, FELLR FREE is sugar free and available in Watermelon and Mango and Kaddy’s Marketing Manager, Simone Kealy says they expect to see both flavours take off during July.

“The benefit of Seltzer is that it appeals to the more health-conscious consumer, which we all know is a growing market. FELLR’s original Seltzers are all-natural, low-calorie and gluten-free; add non-alc to the mix and they’re ticking all the boxes for the health-conscious consumer who wants to enjoy a tasty beverage that’s not a sugary soft drink,” says Ms Kealy.

Last week, Endeavour Group reported that the rise in consumer demand for zero-alcohol drinks shows no sign of stopping be it in-store or at its pubs.

Sales of zero alcohol products grew by more than 150 per cent in the last 24 months at Dan Murphy’s and BWS stores and by 130 per cent in the past year across ALH’s 340 venues where non-alcoholic beer was the leading non-alc choice for patrons.

It says that ahead of Dry July, sales of zero alcohol products typically double.

FELLR Co-Founder Will Morgan says, “We’ve seen a change in people’s habits changing through COVID lockdowns, seeing a larger focus on mental health and clarity, and it’s clear why the non-alc space has really hit its stride across numerous categories. People are cool with taking a break from alcohol these days, something we totally get behind.”

Mr Morgan says “We’ve used our custom fermentation method and unique yeast, to brew, ferment and blend this product to create a truly refreshing and low calorie beverage.”

The introduction of the non-alcoholic range follows on from FELLR’s international success at some of
the world’s most lauded drinks awards with the brand earning the title of best brewed hard seltzer
when they took out the Brewed Master Award at the Hard Seltzer Masters in the UK for their Passionfruit seltzer.

The award compliments the group’s Gold from this year’s World Premix Awards, Silver at the San Francisco Spirits Awards, and top spot in Vintage Cellar’s ‘Best of’ Awards for the seltzer category locally.

FELLR FREE: sugar free, carb free, alc-free and gluten free.
Available at RRP 4 pack of 330ml $16 from selected stores and onlie at Boozebud and VOLY.

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