Australian RTD brand Fellr is moving into spirits with the launch of its debut Watermelon Vodka, targeting Gen Z consumers driving growth in the category.
The brand, founded in 2020 during Covid lockdowns, has grown rapidly, now selling more than four million drinks annually and expanding its ranging from 30 stores to more than 5,000 on- and off-premise locations nationwide.
Fellr’s success in the RTD market – particularly its Watermelon flavour, which became of Australia’s top RTDs after its launch in 2021 – positions the brand for a direct move into spirits. The new five-times distilled, twice charcoal-filtered wheat vodka retains the brand’s signature light, crisp taste, and is designed for versatility from simple mixes to cocktails.
‘We’re not just launching another flavoured vodka – we’re taking our cult Watermelon that Australians already love and giving them a premium format for at-home occasions,” says co-founder Will Morgan.
“Our RTDs are perfect for the beach or festivals, but when you’re hosting at home or pre-drinking before a night out, you want something more elevated. Same great taste, premium setting.”
Fellr Watermelon Vodka enters the market at a strategic moment, offering a $2.80 per-serve price point – almost half the cost of comparable RTDs – while retaining the brand’s all-natural, low-calorie, low-sugar profile that appeals to Gen Z and Millennial drinkers.
The launch aligns with broader market trends, as Gen Z alcohol participation in Australia has risen from 61 to 83 per cent according to IWSR data, and vodka remains the country’s top-selling spirit, accounting for a third of on-premise sales.
Although younger drinkers continue to embrace vodka, they are increasingly looking for fresh, distinctive options that reflect their lifestyle. This demand has reinforced Fellr’s decision to focus the launch on its hero Watermelon variant, with plans already in place for a straight vodka and additional locally-tailored flavours, with ambitions to build a full spirits portfolio capable of competing with international players.
“When we launched in seltzers, everyone said it couldn’t be done without big budgets or big backers. Five years later, we’ve moved beyond seltzers, we’re still independent, we’re still local, and we’re still growing,” says co-founder Andy Skora. “This move into spirits is about backing ourselves and backing our community of Fellr drinkers who’ve been with us since day one.”
Packaged at 37 per cent ABV in 700ml bottles, Fellr Watermelon Vodka will start rolling out nationally from Wednesday 8 October to the on- and off-premise with an RRP of $57, and a special launch price of $49.00 throughout October.