Mixers step up the pace

According to Winters, Ginger Beer is Fever-Tree’s biggest-selling product in the US, not just in the premium sector, but as a whole, as well as the biggest tonic brand.

“We also launched a Blood Orange Ginger Beer in the US, which we’ve done in collaboration with Maker’s Mark, and in Australia we’re looking to do similar things this year.”

The success of products outside tonic water has clearly sparked enthusiasm in the Fever-Tree boardroom, as the company has now entered the cocktail mixer category. In March it was announced that Fever-Tree had launched new products – Espresso Martini, Classic Mojito and Classic Margarita cocktail mixers – across the UK in a move to capitalise on the demand for simple, at-home serves.

Rose Cottingham, head of innovation for Fever-Tree, says: “We know our consumers love the idea of recreating an ‘at bar’ experience at home, but when it comes to cocktails they are often put off by feeling they don’t have the know-how or struggle to replicate the quality and taste of what is on offer in their favourite bar or pub. We have spent many months and countless hours refining our new cocktail range, ensuring we have arrived at three fantastic mixers that will give consumers the confidence to create enticing and sophisticated cocktails with ease.”

The idea of cocktail mixers for the off-trade is no new concept, but FeverTree’s brand presence and consumer loyalty could be the perfect recipe to see yet another product thrive under its portfolio. Of course, the ongoing struggles with supply chains and inflation won’t be going away anytime soon, especially in Europe, but Fever-Tree’s new approach to product development is potentially another key to continued success and therefore another pathway for premium brands to follow.