It might sound like a real word but don’t be fooled, Forglies doesn’t actually mean anything.
At least it didn’t until 2021, as that was when two brothers launched an online bottleshop and chose the name Forglies as a unique one to fit with the vibe of their quirky retail space.
Forglies’ origin tale starts in Spain in 2020, where Phil Ahn was living at the time and on the verge of opening a restaurant with a focus on craft beer. The year had other plans in mind, however, and as the pandemic raged Phil moved back to Melbourne and figured out what to do next.
With his brother Aesop working in a craft beer bottleshop, the siblings decided the best way forward was to do their own thing in the beer world, which led to them launching their colourful online booze retailer.
Driven by a love for the community around craft beer and a desire to help that community grow, the Ahn siblings set Forglies up to be both easy to use for craft beer newcomers as well as a little more fun than most online shopping experiences.
Leaning on Phil’s background in design, Forglies has a distinct look and feel that sees cans and bottles brought to life as well as a cast of characters popping up across the store.
Those characters include their regular Tony, whose disappearance when the store opened led Forglies to launch a Where’s Wally style campaign, complete with a custom poster filled with references to the local beer industry.
Forglies is also home to a Fun Zone: between browsing beers you can attempt to set a new high score in order to win some rarities. Considering how shopping for booze online is already an easy distraction from work, you do have to wonder what impact adding games to the retail experience night have on Australia’s GDP…
But, fun and quirks aside, the Forglies approach to what they stock remains deadly serious: head online and you’ll find a wide array of new releases and classic craft beers from some of the country’s top producers.
For people just dipping a toe into the rather deep reservoir of craft beer, the site offers a wide variety of value beer bundles based around different styles. Forglies understands venturing into different styles of beer can be exciting but choices can be overwhelming, thus you've got options like Tony's taster pack, which encourages customers to keep trying something different without busting the bank. At the other end of the scale, they aim to keep seasoned craft enthusiasts covered with the "Latest and Greatest" bundle – one which can be customised based on a drinker's preferences.
Their mantra when it comes to other drinks is similar to the manner in which they approach beer too, with natural wines and spirits from lesser-known distilleries filling the virtual shelves.
As for the future of Forglies, as fun as they have made the online shopping experience, the brothers have talked about opening a physical store in Melbourne’s east. Considering their light and deft approach, we can’t wait to walk inside.