News

FELLR is set to accelerate its next phase of growth, announcing a new partnership with Australian Vintage, significantly expanding the brand’s sales reach across Australia. Commencing on 1 August 2026, the agreement will see Australian Vintage leverage its established distribution network across all states and territories, strengthening its own beverage portfolio while positioning FELLR for broader expansion.

Since launching in July 2020, FELLR has become one of Australia’s most awarded and loved RTD brands. FELLR has continued to grow regardless of intense competition through its flavour-led portfolio, strong repeat purchase and deep consumer brand loyalty. The partnership represents a significant milestone for FELLR, providing the independent Australian brand with the national sales scale to deepen its retail presence while supporting Australian Vintage’s strategy to drive growth through innovation. Under the partnership, Australian Vintage will bring FELLR’s existing range of light RTDs to market and support the brands push into vodka-based RTDs and full bottled spirits.

Aaron Lohrey, Australian Vintage Chief Commercial Officer, said the partnership is a natural fit for Australian Vintage and reflects the company’s commitment to bringing innovative and high-quality brands to market.

“FELLR has built a strong reputation by creating a brand that resonates with today’s consumers over time, and we see significant potential to build on that success through our sales and distribution capabilities. Our customer relationships and innovative mindset provide a strong platform to expand FELLR’s presence, while adding greater benefits to our customers asking for a better range of brands that we bring to market.”

Will Morgan and Andy Skora, FELLR Co-Founders and Directors, said the partnership marks an exciting new chapter for their business, and they can’t wait to get FELLR into the hands of even more Australians.

“When we started FELLR, we simply wanted to create drinks our mates were stoked to share. To now be taking that across the country with a partner like Australian Vintage is genuinely surreal. This partnership gives us the opportunity to build on the momentum we’ve created, strengthen our off-premise presence, support our retail partners and make FELLR more accessible to consumers across Australia. We’re hugely excited about what’s ahead and confident Australian Vintage is the right partner to help take the brand to the next level.”

Tom Dusseldorp, Australian Vintage CEO, seconded Andy and Will’s go to market insight.

“Partnering with FELLR was an easy decision. Based on our expenses data, our company consumption showed we loved it before we even started talking. To build a brand from nothing and maintain consumer love over some of the toughest competitive times in RTD shows that the guys have created something special. It’s a privilege to drive the brand from here and we look forward to expanding our portfolio in a very considered way to ensure we are providing retailers with curated and consumer backed brands.”

From 1 August 2026, Australian Vintage will manage national sales for FELLR. Trade customers interested in ranging FELLR’s portfolio should contact their local Australian Vintage sales representative.