Melbourne born now Newcastle local, Hazel Kitson is behind the newest addition to the ginger beer world. Here to challenge the traditional market, the launch of Frekl Drinks brings a non-alcoholic, sugar-free ginger beer that’s as refreshing as Hazel’s approach to business – a modern, approachable, and accessible take on the classic beverage.

So, where did this innovative, fun, and healthy new product begin?

Growing up in Sydney, Hazel moved to Newcastle in 2016, seeking a slower pace of life and a new career path.

“I worked as a sound technician in musical theatre for ten years but I knew I wanted kids one day and working nights would be a challenge, so started considering a career change. During my last show, Matilda the Musical, in Melbourne, I started doing my WSET training and I just fell in love,” Hazel said.

This newfound passion led her to the Hunter Valley where she began her journey into the wine industry working alongside Aaron Mercer (Mercer Wines), the former head winemaker at Tamburlaine Organic Wines.

“Aaron very graciously offered me a cellar hand gig with absolutely no prior experience for vintage in 2017. I was cleaning tanks and getting my hands dirty and it was honestly the best experience.”

Unbeknownst to Hazel at the time, her experience at Tamburlaine laid the foundations of what would be the launch of Frekl seven years later.

In 2020, Hazel moved into a supply chain role at Newcastle-based Fourth Wave Wine, where she became increasingly involved in new product development.

“Going from supply chain and moving more into new product development and innovation gave me such a thirst for it. Spending all day working with an amazing team and putting our all into creating these new products.”

In the lead-up to the birth of Hazel’s second child, the idea for what was originally set to be a maternity project started with Frekl starting to take shape.

“I was pregnant with my second child and was looking for something different to drink that was non-alcoholic. I was drawn to ginger beer for nausea, but everything that was in the market was in this very traditional packaging with heavy brown glass. Nothing really spoke to me, nor was anything sugar free, and I thought there’s something in this.”

Identifying this gap in the market, Hazel approached Peter Brennan, one of the founders of the independent alcohol-free beer company, Heaps Normal, and his branding agency to bring this idea to life, with Frekl launching in April of 2023.

“It has absolutely exceeded my expectations and has become much more than just a maternity leave project.”

So, what’s on the menu?

Frekl’s offering includes the core flavours, Frekl CLASSIC Ginger Beer and Frekl FINGER LIME Ginger Beer, which have quickly become the brand’s fan favourites.

“The CLASSIC is really easy drinking and sessionable and you get that really beautiful aromatic ginger lift. The FINGER LIME version adds a unique citrus touch, designed to enhance the experience of drinking ginger beer with a slice of lime.”

Whilst these two have broad appeal, the other two currently available, Frekl HOT Ginger Beer and Frekl CLOUDY APPLE Ginger Beer cater to more adventurous palates.

“All of our ginger beers are made with all natural ingredients, with fresh Australian ginger juice that comes from Queensland. We worked really hard on the recipes to make sure the fresh ginger flavour is balanced and that there’s no aftertaste you get from some sugar-free beverages. 

“Frekl was designed to be the perfect addition to a drinks menu, to give someone the healthier choice whether that’s no sugar or no alcohol. And most of all, to take a moment for yourself to enjoy the simple things, like a refreshing ginger beer. What’s more nostalgic than that?”

Hazel’s vision for Frekl goes well beyond just creating a delicious beverage; it’s about disrupting the ginger beer market with a product that feels modern, inclusive, and accessible. A fresh new take on this household classic, perfect for the fridge this summer.

Having been on the market for just over 18 months, Frekl is already stocked across 200 venues nationally, and is well on its way to becoming a household name and as Frekl continues to grow, Hazel is already working towards new flavours to add to the lineup.

“We’re already thinking about some summer flavours so watch this space.”

Locally, you can taste the Frekl range at Chiefly West, Flotilla, HUMBUG, Newy Fried Chicken, Praise Joe, Scotties, Shout Brewing, or the Kiosk at Newcastle Beach or pick some up to enjoy at home from Ritches IGA in New Lambton or Vera Wine. Not in Newcastle? Find your closest Frekl.

Newcastle locals can also enjoy free delivery for all online orders.