The Australian Financial ReviewThe top rank in the Fast 100 has been taken out by Naked Life Non-Alcoholic Spirits, and the fastest of the Fast Starters is Fellr, which makes products in the only alcohol category still getting bigger after the record highs seen during the COVID-19 pandemic.
Meanwile, Fellr’s story involved a leap of faith to which most of their fellow Fast list finalists could relate. “We felt this method gave our drinks a fuller mouth feel and depth of flavour, versus a lot of the other seltzers that are made with distilled spirits or neutral grain spirit,” says Morgan.
“As soon as restrictions lifted we hit the pavement. We got a ton of ‘nos’ at first – nobody knows who the customers are for a new product – but because we over-invested in quality ingredients for our liquid, we gradually started to cut through.”in Australia grew 282 per cent in 2021-22 to become a $210 million category.
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