Australian Vintage has struck a distribution partnership with Australian ready-to-drink brand Fellr.
The owner of McGuigan and Tempus Two wines said it will manage efforts to sell Fellr across all Australian states and territories, “strengthening its own beverage portfolio while positioning Fellr for broader expansion”.
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The deal will see Australian Vintage handle Fellr’s existing range of 4% abv RTDs and assist its move into vodka-based RTDs and full bottled spirits.
Australian Vintage chief commercial officer Aaron Lohrey said there was “significant potential” to build on Fellr’s “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,” Lohrey added.
In a LinkedIn post announcing the partnership, Fellr co-founder and director Will Morgan called Australian Vintage the “perfect partner to take Fellr’s presence to the next level”. Fellr, based in Sydney, was set up in 2020.
In the joint statement announcing the deal, Morgan and fellow co-founder Andy Skora said the move would help Fellr “strengthen our off-premise presence”.
Australian Vintage CEO Tom Dusseldorp added “Partnering with Fellr was an easy decision. Based on our expenses data, our company consumption showed we loved it before we even started talking. 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.”
In December, the company signed a five-year deal to distribute New Zealand wine producer Invivo’s portfolio in the UK and Ireland, a contract it said would generate A$15m ($10.5m) in annual revenue.
In May, Australian Vintage refinanced its debt facilities through to March 2028, increasing its available funding by A$5m to support the rollout of its single-serve wine brand Poco Vino.
