Fever-Tree debuts three ginger ales for dark spiritsBy Nicola Carruthers
Tonic water producer Fever-Tree has released three new ginger ale mixers, which have been created to pair with dark spirits.
Fever-Tree has added Smoky Ginger Ale, Spiced Orange Ginger Ale and a low-calorie version of its Premium Ginger Ale to its range.
The new ginger ale expressions have been made with a blend of Fever-Tree’s three signature gingers from the Ivory Coast, Nigeria and Cochin in India.
Fever-Tree Smoky Ginger Ale is described as having notes of “smoked applewood and subtle citrus” and is recommended paired with rum.
Gluten-free Fever-Tree Spiced Orange Ginger Ale combines ginger, citrus from cold-pressed South African clementines and spice from Sri Lankan steam-distilled cinnamon. It is recommended served with aged spirits, ideally Cognac and rum.
Meanwhile, Fever-Tree Refreshingly Light Ginger Ale reduces calories by 47% in comparison with Fever-Tree Premium Ginger Ale. It is the third expression to join the Refreshingly Light low-calorie range, which includes Fever-Tree Ginger Beer and Fever-Tree Indian Tonic.
Fever-Tree USA CEO Charles Gibb said: “We see enormous opportunity for the Fever-Tree ginger range. Ginger ale represents more than half of the mixer category and is a US$1.1 billion market.
“Moreover, our selection of three different gingers from three diverse regions ensures that we deliver an authentic, dynamic and real ginger taste on the palate.
“Our ginger expressions pair exceptionally well with whisk(e)y, as well as other aged spirits, such as Cognac, brandy and rum. These exciting and dynamic spirits categories are enjoying fantastic growth.”
Earlier this year, Fever-Tree released its 2018 forecasts and now expects full-year revenue to increase by 39% to £236 million (US$309m).
Fever-Tree USA marketing director Amanda Stackman added: “Fever-Tree revolutionised the tonic category by largely focusing on gin, which accounts for only 6% of spirits sales.
“With dark spirits now accounting for 60% of premium sales, we see unlimited potential for our gingers to really have an outsized impact.”
The expressions will launch in the US in bars and restaurants including Bar Sardine, PDT, Saxon + Parole and RedFarm in New York City and The Anderson in Miami.