Fellr Watermelon Vodka hits that sweet spot. Smooth enough to sip, sweet enough to savour. All-natural and zero sugar,, it’s vodka done right. Born here, from the Land of Fizz, crafted just for Australia.
Australia’s leading independent light RTD brand, FELLR, is making the leap into spirits with its debut FELLR Watermelon Vodka, as co-founders Will Morgan and Andy Skora target Gen Z consumers driving category growth.
Born in 2020 lockdowns, FELLR captured drinkers with its all-natural flavours, light taste and celebration of Aussie culture — growing from 30 stores to over 5,000 nationwide and selling over four million drinks annually. Earlier this year, FELLR was crowned World’s Best Premix at the 2025 World Premix Awards in London, cementing its reputation ahead of this category-defining expansion.
While global spirits giants move downstream into RTDs, FELLR is flipping the script — leveraging its cult following to storm the spirits space. Its beloved Watermelon flavour translates seamlessly into a five-times distilled, twice charcoal-filtered wheat vodka — light, crisp, and versatile for vodka sodas or summer cocktails.
“We’re not just launching another flavoured vodka,” says Will. “Our RTDs are perfect for the beach or festivals, but when you’re hosting at home, you want something more elevated. Same great taste, premium setting.”
With rising cost-of-living pressures, FELLR Watermelon Vodka delivers value at $2.80 per serve versus $5.50 for RTDs, while maintaining FELLR’s low-calorie, low-sugar, all-natural appeal.
Gen Z alcohol participation has jumped from 61% to 83% (IWSR), and vodka remains Australia’s top spirit, forecast to grow 4.5% annually through 2032 (Expert Market Research). FELLR is perfectly positioned to meet this demand with a fresh, lifestyle-led take on vodka.
Launching with its hero Watermelon variant, FELLR plans to expand into straight and unique local flavours. Available nationally now via BWS, Dan Murphy’s and rolling out in many independents and on-premise soon, FELLR Watermelon Vodkaproves Australian brands can rewrite the rules — and win.
FELLR – Will Morgan – Co-Founder – will@drinkfellr.com