Fever-Tree moves into cocktail mixersBy Nicola Carruthers
Tonic producer Fever-Tree has entered the cocktail mixer market with three products based on the UK’s most popular serves.
Fever-Tree has expanded beyond carbonated mixers for the first time with the release of its range of premium cocktail mixers in the UK.
The new collection includes Margarita, Mojito and Espresso Martini mixers, which can be paired with Tequila, rum or vodka, respectively.
The producer sourced ingredients such as limes from Mexico, Italian blood oranges, and Kenyan coffee beans to create the mixers.
Fever-Tree said it aims to help consumers make cocktails easily at home without the need for ‘copious amounts of limes’ or the acquisition of ‘niche liqueurs and syrups that end up being half-used and gathering dust’.
According to the CGA Mixed Drinks Report 2022 cited by Fever-Tree, cocktail consumption has soared in the on-trade since reopening after the pandemic, doubling in value over the last 12 months.
Rose Cottingham, Fever-Tree head of innovation, said: “We know our consumers love the idea of re-creating an ‘at bar’ experience at home, nowhere more so than with a premium G&T, but when it comes to cocktails they are often put off by feeling they don’t have the know-how or struggle to replicate the quality and taste of what is on offer in their favourite bar or pub.
“We have spent many months and countless hours refining our new cocktail range, ensuring we have arrived at three fantastic mixers that will give consumers the confidence to create enticing and sophisticated cocktails with ease.”
The new collection is available from March in UK supermarkets Sainsbury’s and Waitrose, and online at Ocado. The mixers are priced at £4.50 (US$5.50) per 500ml bottle, which can make up to five cocktails.
In the on-trade, the mixers will be available in 750ml bottles.
In other news, Fever-Tree saw revenue rise by 11% last year, however it expects to pay £20 million (US$24.7m) in energy-related glass fees in 2023.
In September last year, Fever-Tree purchased US-based non-carbonated cocktail mixer brand Powell & Mahoney for US$5.9m.