Fever-Tree’s long term partnership with SouthTrade is set to end as the premium mixer establishes its own sales, distribution and marketing operations in Australia ahead of commencing onshore production here from the end of this year.
The new business model comes into effect from Saturday, 1 July when Fever-Tree’s new purpose-built sales and marketing division will be in place to grow business in both the on- and off-premise liquor channels.
“At Fever-Tree, we set out to make sure that everyone can enjoy the best-tasting mixed drinks, and thanks to our long-term partnership with SouthTrade International, we’ve seen the mixers category transform across the liquor landscape in Australia over the last few years. I would like to thank Ray Noble and all the team at SouthTrade for their passion and dedication to the goal of better drinks,” said Andy Gaunt, Managing Director, Fever-Tree Australia/New Zealand.
“Setting up our own operations is a significant move and investment, and demonstrates the excitement we have for continued growth of Fever-Tree and mixers of all kinds in Australia.”
Fever-Tree has also entered into a new commercial arrangement with Remedy Drinks – Melbourne founded no sugar fizzy drinks producers. The partnership will see Remedy manage Fever-Tree’s grocery distribution and Fever-Tree manage sales of Remedy into liquor businesses from 2024. Discussions to produce Fever-Tree at Remedy’s bottling facility are also in the latter stages.
