Fever-Tree's range of premium mixers has recently entered the South African market.
Fever-Tree Chief Executive Officer, Tim Warrillow says premium gin has grown extraordinarily here in SA with the emergence of an abundance of craft and local gin brands, and they are already seeing some great opportunities for co-promotional activity.
He says last year they partnered with a number of brands on collaborative experiences and they have already listed in key retailers such as Pick ‘n Pay, Spar, Shoprite Checkers and Woolworths and they are very excited about the opportunity across the whole region.
"Fever-Tree drove margin back into the forgotten mixer category, enabling bars and restaurants to deliver great mixed drinks simply, quickly and consistently by just using a premium spirit, high-quality mixer and a garnish. And where consumers historically shied away from creating complicated cocktails, these great tasting, long mixed drinks can now be effortlessly recreated at home, so Fever-Tree has helped to make spirits more accessible to a new generation of drinkers”, says Warrillow.
“We’re seeing that consumers are turning away from drinking spirits neat or on ice – this is no longer compatible with modern lifestyles or the focus on health and well-being. There’s a huge shift towards simple drinks with high-quality components”, he added.