Fever-Tree drives 40% of Australian growth in mixers

May 7, 2020
By Alana House

Australia has been named as one of the main contributors to 10% revenue growth for Fever-Tree globally in 2019.

The premium carbonated mixer company has shared its Preliminary Results for the year ending December 31, 2019, which saw £260.5million achieved in revenue. Fever-Tree called out Australia for its growth and contribution supporting the major UK and US markets.

Local growth was driven through increased rate of sale as well as further distribution across Coles, Woolworths and the on-trade channel, complemented with a strong Christmas trading period and a successful local event and sponsorship strategy.

“We’re very pleased to see Fever-Tree supporting the craft and gin boom in Australia – it was the market leading multipack tonic over the peak Christmas period in Australian supermarkets which set us up for a strong 2020 despite the interesting challenges the industry is facing globally,” said Tim Warrillow, co-founder and CEO of Fever-Tree. 

“Importantly this shows the interest Australian consumers are placing on quality when it comes to beverages as I’ve experienced first-hand across Europe.”

Locally, mixers remain the fastest growing category within soft drinks and the last 12 months has seen Fever Tree drive majority of this growth.

Tonic was the driving force behind the growth of mixers in 2019, accounting for nearly 70% of the retail sales value growth, growing at over 22%.  This is in-line with the continued growth of the gin category ahead of all other spirits, which has further accelerated as consumers prepare for some time drinking at home.  

According to IRI, Fever-Tree was responsible for 40% of this growth across Australian retail. Over the last quarter, its share in Coles and Woolworths grocery has grown to more than 34% of multi-pack tonic water as consumers trade up to a premium option.

The launch of the inaugural G&T festival in Sydney in November 2019 saw more than 5000 tickets sold and more than 40 local and global spirits brands involved, increasing brand equity.

World Gin Day (June 13) this year will see the festival go digital with masterclasses and workshops online designed to celebrate maintaining social connections at home and continuing to support gin discovery. Audiences will take part with tailored Gin and Tonic pre-ordered packs and participate under guidance from expert bartenders and Fever-Tree ambassadors.

“With an estimated additional 50 million G&Ts to be consumed across Australia in the year ahead, Fever-Tree continues to support the category growth of gin at 30% year on year”, says Andy Gaunt, General Manager ANZ.

“Despite the challenges of 2020, Fever-Tree has continued plans for brand and product innovation in the months ahead.”

Fever-Tree celebrates World Whisky Day

Throughout winter, Fever-Tree’s ‘What Whisky’s been Waiting For’ campaign will remind whisky drinkers of the benefits of quality mixers. The brand recently introduced two new gingers to the range – Spiced Orange Ginger Ale and Smoky Ginger Ale.

Fever-Tree Matty Folent

In celebration of World Whisky Day on May 16, the brand has reached out to some of Australia’s leading whisky aficionados to share their top whisky cocktail recipes that you can recreate at home.

Those contributing include Matty Folent at Starward (above), who created the Two-Fold Tango, with 30ml Starward Two-Fold Whisky, 10ml Oloroso sherry, two dashes of orange bitters and Fever-Tree Ginger Ale.

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