Fever Tree

Fever Tree Overview

Company Headquarters: United Kingdom

Founded: 2005

Employees: 257

Company Working: Fevertree Drinks PLC is a United Kingdom-based supplier of carbonated mixers for alcoholic spirits. All its mixers sold in the United Kingdom are carbon neutral. The Company's full range of mixers targets multiple drinks occasions, from the mule (Ginger Beer) to tonics (Cocktail mixers) and spritzes (Soda and Sparkling). Its range of mixers includes cocktail mixers, ginger mixers, Tonic Water sodas, lemonades and cola, and soda. Its mixers include Refreshingly Light Spanish Clementine Cocktail mixers, Premium Indian Cocktail mixers, Refreshingly Light Indian Cocktail mixers, Ginger Beer, Ginger Ale, Premium Soda Water, Sicilian Lemonade, Spiced Orange Ginger Ale, Handpicked Rose Lemonade, Mexican Lime Soda, Italian Blood Orange Soda, and Madagascan Cola, among others. It distributes its products in over 80 countries internationally. The Company sells its products to a range of markets, such as the United Kingdom, the United States, Europe, and the rest of the world. The Company has about 10 subsidiaries.

Strategy

Fever-Tree Drinks PLC is a premium mixer brand that produces a variety of mixers, including cocktail mixers, ginger ale, and soda water. The company's key strategy is focused on creating high-quality and natural mixers that enhance the flavor of premium spirits.

Quality Ingredients: Fever-Tree uses high-quality, natural ingredients to create its mixers. For example, the company sources quinine from the Democratic Republic of Congo and uses only natural sweeteners such as cane sugar and fruit sugars.

Innovation: Fever-Tree invests heavily in research and development to create new and innovative products. The company is constantly looking for ways to enhance its mixers' flavor profiles and explore new mixer categories.

Marketing: Fever-Tree's marketing strategy focuses on promoting the quality and natural ingredients used in its products. The company uses a premium brand image and targets consumers who are willing to pay a premium for high-quality mixers.

Distribution: Fever-Tree has a strong distribution network that includes partnerships with premium spirits brands and on-trade customers such as bars and restaurants. The company also sells its products in retail stores and through e-commerce channels.

International Expansion: Fever-Tree has expanded its presence globally by entering new markets and establishing partnerships with local distributors. The company has a strong presence in Europe, North America, and Australia and is expanding in Asia and South America.

Company Snapshot

$323.3M

Revenue

2005

Founded

United Kingdom

Headquarters

SWOT Analysis

Strengths

Strong brand image
Wide range of products
Global presence

Weaknesses

Dependence on the premium mixer market
Limited presence in emerging markets
Reliance on a small number of suppliers

Opportunities

Expansion into new markets
Diversification of product portfolio
Increased focus on sustainability

Threats

Competition
Changing consumer preferences

Key Developments

Date	Approach	Development
June 2022	Product Launch	Fever-Tree has expanded its tonic water range in time for summer with the release of Spanish Clementine Refreshingly Light Tonic Water.
Feb 2022	Expansion	Tonic and mixer producer Fever-Tree has expanded its global presence and released its range in South Korea. The range of tonics and mixers available include Fever-Tree’s Premium Indian Tonic Water, Ginger Ale, Ginger Beer and Soda Water. The brand is distributed in South Korea by Bohae Brewery.
Feb 2023	Product Launch	Fever-Tree launched Clementine Orange Tonic Water. Crafted with Clementines sourced from Spain, Clementine Orange Tonic Water is perfectly balanced with the soft bitterness of quinine and the sweet, juicy notes of the clementines making it the perfect accompaniment to London Dry Gin. Fever-Tree sources it’s clementines from Spain, where the extended hours of sunshine create the perfect climate for the fruit to develop the wonderful juicy flavors and aromas
March 2023	Product Launch	Fever-Tree has launched its first cocktail mixers, designed to take the fuss out of making cocktails at home. The three-strong lineup (rsp: £4.50/500ml) comprises Margarita, Mojito and Espresso Martini. The mixers – Espresso Martini, Classic Mojito and Classic Margarita – are made using “the finest” naturally sourced ingredients including Mexican limes, Italian blood oranges and Kenyan coffee beans
Sep 2022	Acquisition	Fever-Tree, has acquired US non-carbonated cocktail mixer brand, Powell & Mahoney, for US$5.9 million. Tonic water producer Fever-Tree acquired Powell & Mahoney in August 2022. The strategic move is part of Fever-Tree’s ambitions to capitalize on additional opportunities in the US market and extend its bottling capacity.
June 2021	Product Launch	Fever-Tree launched Fever-Tree Distillers Cola, a special recipe of naturally sourced ingredients. The new Cola contains Tahitian limes, Caribbean kola nuts, and a sample of distilled botanicals and spices, including Madagascan vanilla and Jamaican pimento berries. Additionally, cola is complex and rich in flavour, with the excellent level of sweetness to complete and upgrade rums and whiskeys from the best distilleries.
Apr-2021	Product Launch	Fever-Tree introduced Fever-Tree Sparkling Lime & Yuzu. The new product is developed to easily mix with premium tequilas and vodkas, the largest value and quickly rising spirits categories. Moreover, Fever-Tree Sparkling Lime & Yuzu has been skilfully created with the finest organic sourced components.
May-2020	Product Launch	Fever-Tree unveiled Fever-Tree Sparkling Pink Grapefruit, its first mixer created especially for the American customer. The new Grapefruit is moving out nationally, uses organic sourced components, and is perfect for vodka-driven Spritzes, tequila-powered Palomas, along with its own as a zero-ABV refresher.
Feb-2022	Expansion	Fever-Tree expanded its geographical footprint by establishing its outlet in South Korea. This expansion is a chance for the label to link with Sojo, the world’s second-largest alcohol variety behind beer.

Product Offering

Fever Tree
- Global Cocktail Mixers Market

Financial Performance

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