Fever-Tree to open North America office
Premium mixer and tonic producer Fever-Tree is set to open its first international office in North America, at the same time as appointing Charles Gibb as CEO for the region.
According to Fever-Tree, the new office is the firm’s “next step forward” to focusing on the North American market.
The US premium mixer sector presents a “significant opportunity” for the business, where the group is the number one premium mixer brand in the US.
As a result of the transition, the group will no longer work with its US agent Brands of Britain. Fever-Tree will directly manage the current distribution network following a six-month handover with the agent.
Gibb joined Fever-Tree as global strategy director in August 2017 and in his newly-created role, will lead Fever-Tree’s operations across North America.
He has worked for over 25 years at senior executive levels at Moët Hennessy, Diageo and Bacardi across a broad range of global markets.
He also previously served as president and CEO of LVMH-owned Belvedere Vodka.
Tim Warrillow, CEO of Fever-Tree, said: “The North American premium mixer market is still at a relatively early stage but the trend towards spirits premiumisation and the increasing focus on simple long drink mixability is accelerating and represents a significant opportunity for Fever-Tree, as the pioneer of the premium mixers segment.
“I am delighted that Charles Gibb has agreed to lead our operations in the region. He brings substantial international experience, a broad range of strategic and commercial skills as well as a proven track record of growing brands to significant scale. I look forward to working closely with him as we build the team and infrastructure in North America.”
Last month, Fever-Tree reported “strong growth” in the second half of 2017 and expects full-year results to be “materially ahead” of forecasts.