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Fever-Tree appoints Alexandra O’Rourke as innovation director

Published:  21 September, 2017

Fever-Tree has appointed Alexandra O’Rourke as innovation director – a newly created role at the premium mixer business.

O’Rourke, who has 19 years of brand marketing experience across the spirits, beer and entertainment industries, will in her new role be focused on the innovation pipeline for Fever-Tree, including working closely with the company’s customers and spirit brands to partner on new initiatives.

Taking on the position with immediate effect, O’Rourke previously worked at Diageo and was formerly the innovation director and managed the agenda for Whisky in Europe.

In addition, she was responsible for developing new products for existing brands such as Johnnie Walker, while building a pipeline of new concepts for the European market. She has also worked across other Diageo brands including Budweiser, Gordons, Pimms and Jose Cuervo.

O’Rourke’s “creative attitude” and proven track record in brand innovation, alongside her “deep understanding” of the FMCG sector was ideally suited to Fever-Tree as the company continued to develop its portfolio, said CEO Tim Warrillow.

“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.”

Fever-Tree saw sales soar by £27.6m – a 147% jump, to £46.4m in the past year in the off-trade. With sales totalling £68.2m - a 2.6% drop, Schweppes continues to be the top brand, but Fever-Tree is tapping at its heels (IRI 52 w/e to 22 July, 2017).

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.”

Fever-Tree recently expanded its dark spirits portfolio with two new Ginger Ale variants (Spiced Orange and Smoky) and is poised to grow its flavoured range with a seasonal limited edition for Christmas.