‘Pioneer of new category’ of premium drink mixers, Fever-Tree enters Australian market

UK ‘drink mixer specialists’, Fever-Tree is launching in Australia. The British-owned company is a UK export success story and in the last six months and has won a number of awards, including the Queen’s Award for Enterprise for International Trade, the Ernst & Young Entrepreneur of the Year and ‘Exporter of the Year’ at the Grocer Gold Awards.

Its entry into the Australian market comes as Schweppes and Cascade are moving to take advantage of the growing demand for sophisticated and DIY cocktail options. Fever-Tree bills itself as the premium drink mixer specialist globally, “revolutionising a new premium mixer category and restoring taste and quality with its natural and organic ingredients.”

The brand is sold in just under 50 countries and claims to be stocked in seven of the top 10 restaurants in the world.

Southtrade International is representing Fever-Tree in Australia with the premium natural mixers propelling rapidly, selling in leading bars, restaurants, and major retailers nationally. The products available include; Premium Indian Tonic Water. Ginger Beer, Lemonade, Ginger Ale and Soda Water.

Fever-Tree experienced 40% growth in 2013 in the UK with their annual turnover reaching £24m at the end of 2013, 70% of which was sales from international markets. Fever-Tree has been noted as the fastest growing non-alcoholic drinks company in the UK, demonstrating the end of a highly successful award-winning year in 2013.

Southtrade International will represent Fever-Tree in Australia. Brand manager from Southtrade International, James Johnstone, says on the Australian launch, “We are thrilled to represent such a prestigious brand in Australia. Fever-Tree is designed to complement and enhance premium spirits and with its high quality and natural ingredients, they are the perfect accompaniment to any drinking occasion.”