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Fever-Tree puts the UK at the forefront of premium and healthy drinking trends

Published:  24 July, 2018

Fever-Tree continues to gain ground in the UK and the US as the trend for premiumisation and healthy long drinks continues worldwide.

The brand’s strong performance detailed in today’s interim results was most notable in the UK, where revenues for the first six months of the year jumped to £58m from £33.6m the year before (+73%).

The brand has suggested that its strong performance is an indication of the UK’s role at the centre of premiumisation and healthy drinking trends, as the premium mixer category continues to see growth globally.

Tim Warrillow, CEO of Fever-Tree, described the period as “major progress” for the brand, which also saw it finalise its US operations and extend its Refreshingly Light range of low calorie mixers.

According to Warrillow, in the UK – where the brand is based – “The mixer category continues to see rapid transformation and remains the fastest growing category in the carbonated soft drinks sector, with growth of 31% at retail in the 12 months to June 2018.”

IRI puts Fever-Tree’s value share of mixers in the UK off-trade at 40%, making it the category leader.

A key part of its evolution has been its canny response to healthy drinking trends.

Its original light tonic has consistently remained the group’s bestselling SKU in retail since it launched over ten years ago – a fact which was not lost on the company.

“Its ongoing success” and “the growing consumer appetite for great tasting, low calorie mixers,” was the driving force behind the extended Refreshingly Light range, the group said.

Its sales are included in the year’s interim results.

Fever-Tree was founded in 2005 to provide high quality mixers which could cater to the growing demand for premium spirits.

Since then it has played a key role in the growth of the premium mixer category, although it says it is still seeing new consumers enter the category.

“Our range of flavours and formats continues to resonate with consumers and there is also clear evidence of consumers being attracted to the category for the first time, driving further category growth.”