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.

Charles Gibb will lead the new North American office

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.