28. FELLR
By the end of 2023, FELLR was the number one independent hard seltzer in Australia. See their Smart50 rank
Revenue: $11.5 million
Growth: 52%
Founders: Will Morgan, Andy Skora
Head office: Darlinghurst, NSW
Year founded: 2020
Employees: 15
Industry: Wholesale & Distribution
Website: drinkfellr.com
How FELLR started
In 2020, Andy Skora and Will Morgan quit their jobs and went all-in with their life savings to launch FELLR. Their aim was to fill a gap in the drinks industry with a low-calorie, low-sugar and ‘sessionable’ alternative to beer – a drink young Aussies were proud to share with their friends. The pair spent the next five months navigating a pandemic lockdown to formulate their unique flavours, developing a lifestyle brand that stood out from the competition.
Growth
FELLR faced a big challenge being “the small guy” in an incredibly competitive category, especially since it didn’t start with a seed funding war chest. With self-funding (and a small amount of family support), the company grew sustainably and profitably for three years, successfully outselling the major beer brands on its turf. By the end of 2023, FELLR was the number one independent hard seltzer in Australia.
Where to next
Having topped the hard seltzer category, FELLR has set its sights on becoming a portfolio brand and breaking into new categories, the first being craft beer. The company has also placed its new FELLR Ginger Beer into every BWS and Dan Murphy’s store in the country, a huge win for a brand that started out hustling in 25 stores during lockdown and is now growing at a CAGR of 188%
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