Fever-Tree recruits Diageo exec as innovation director

Premium tonic and mixer producer Fever-Tree has appointed former Diageo executive Alexandra O’Rourke as its innovation director.

Fever-Tree has appointed Alexandra O’Rourke as its innovation and commercial strategy director

O’Rourke joins Fever-Tree with 19 years of brand marketing and innovation experience across the spirits, beer and entertainment industries.

In her most recent role she managed the agenda for whisky in Europe, developing new products for existing brands such as Johnnie Walker.

Tim Warrillow, CEO of Fever-Tree, said: “I am delighted to welcome Alex to Fever-Tree. We have been the pioneers in the premium mixer category ever since our launch 12 years ago and innovation has been at the forefront of this.

“lex’s creative attitude and proven track record in brand innovation, alongside her deep understanding of the fast moving consumer goods (FMCG) sector is ideally suited to the company as we continue to develop our exciting product pipeline.”

In her new post, O’Rourke will focus on Fever-Tree’s innovation programme, which recently produced its Spiced Orange and Smoky ginger ale variants.

O’Rourke added: “I am thrilled to be taking on this new challenge during such an exciting time for the business.

“I’m looking forward to working in a fast-paced, entrepreneurial environment and I’ve always been impressed with the speed in which Fever-Tree brings new products to market.”