How Fever-Tree Non-Alcoholic Mixers Cornered the Cocktail Market

By: John Holl

Back in 2003 when the craft spirits movement was taking off, two friends and entrepreneurs thought about entering the space, brining gins of note to discerning drinkers. Tasting what was already in the market, they found consistently good examples but were disappointed with the mixers available.

The tonic and soda waters available were from large companies and bland against the vibrant botanical spirits. Seeing an opportunity, Charles Rolls and Tim Warrillow founded Fever-Tree in England the following year, with the goal of bringing premium mixers to deserving spirits.

“They spent the next two years in the British Library, really seeking out the very best ingredients for their first mixer, our Premium Tonic Water, which was what started it all,” says Brand Director Emma White. “They went to the Democratic Republic of Congo, where they sourced the very finest quinine, the bitter ingredient in tonic waters. They went to great lengths to source the best ingredients.”

Today, it’s nearly impossible to miss Fever-Tree at bars, on shelves, and in the drinks of customers-in-the-know. Earlier this year, the brand entered a “strategic partnership” with Molson Coors to assume exclusive commercialization rights and will be responsible for production, marketing, sales, and distribution of the brand in the U.S.

Expanded Portfolio

As the brand expanded throughout Europe, its offerings grew. Fever-Tree opened a New York office in 2018 and launched with eight different SKUs. Today, Fever-Tree offers 15 core mixers including Tonic and Sparkling Waters, as well as sodas like Cola, Ginger Beer, and Ginger Ale.

“We also now have five cocktail mixers – Margarita, Bloody Mary, Espresso Martini, Mojito, and a Light Margarita,” says White. “We’ve also expanded into different formats, now offering cans and
various bottles sizes, which really tap into the different occasions for our consumer.”

What are the occasions where Fever-Tree works best? When COVID-19 impacted the bar business, the brand benefitted from at-home mixologists looking for flavorful experiences while socially distancing. Fever-Tree Tonic Water became the top-seller in the category in the US, and mixers like Ginger Beer took off with such gusto that the brand launched line extensions like Pineapple Ginger Beer.

The enthusiasm that started at home followed consumers to the bar as the world opened back up and bars again became populated.

Following Cocktail Trends

Fever-Tree actively follows what is happening in the larger cocktail scene and looks to create new mixers that will capture drinkers’ attention. While classics like margaritas and gin
and tonics will never go out of fashion, the company has jumped on newer trends. Sparkling Pink Grapefruit is just right for a paloma. Others like the Sparkling Sicilian Lemonade,

or Sparkling Cucumber are lively accompaniments to vodka, or can just be enjoyed over ice by themselves with a garnish.

Perhaps the flavor with the most attention today is the Espresso Martini mixer. As the cocktail is seemingly enjoying its Cosmopolitan moment, White says Fever-Tree has helped take some of the fuss out of whipping up a batch.

“[Espresso Martinis] are quite challenging to make, and a lot of people are scared to make them at home, she says. “There are a number of key attributes that you need to get
right to really uphold the essence and quality of this of this particular cocktail.”

Fever-Tree uses two types of coffee, an Arabica and a robusta, sourced from the mountainous regions along the coast in Bali. The in-house product development teams have also worked hard to find the right ingredients to get the crema to float on top of the finished cocktail.

“It’s the aroma and the texture that’s key, so we’re sourcing all of these ingredients so that the consumer is getting something that is comparative to what they would get at a bar,” she says.

Whether it’s bars looking to create an easy cocktail program, folks looking to celebrate at home, or the sober curious looking for a flavorful non-alcoholic drink, Fever-Tree is bringing diversity and flavor to the glass.

“Our goal is really to make the best-tasting drink,” says White. “Fever-Tree is here to elevate every drinking occasion.”

About Kramer Beverage 

Kramer Beverage is South Jersey’s largest beer wholesaler and is owned and operated by the Kramer family – through four generations – since 1924. They are based out of Hammonton and serve an eight-county footprint in South Jersey with top brands from Molson Coors, Constellation, Yuengling, Boston Beer, Heineken USA, Pabst, Diageo, FIFCO, and others. Kramer Beverage also distributes wine, spirits, and a variety of craft beers from suppliers such as New Belgium and Sierra Nevada to local favorites, including Cape May Brewing, Flying Fish, MudHen, Double Nickel, Evil Genius, and Glasstown. For more information, please visit www.kramerbev.com.