Fever-Tree develops three new takes on ginger ale for US market

Fever-Tree has developed three new takes on ginger ale for the US market, bringing new value-add propositions to the ginger flavours subcategory.

The company will add a smoky ginger ale, spiced orange ginger ale and a ‘refreshingly light’ version of its premium ginger ale.

Sourced from Ivory Coast, Nigeria and India, the variety of gingers used in the drinks add “a freshness and aroma” that “complements the large variation of flavours” found in fine spirits, Fever-Tree said. The drinks will go on sale this spring with a suggested retail price of $5.99 for a pack of four 200ml bottles.

Fever-Tree USA CEO Charles Gibb said: “We see enormous opportunity for the Fever-Tree ginger range. Ginger ale represents more than half of the mixer category and is a $1.1 billion market. Moreover, our selection of three different gingers from three diverse regions ensures that we deliver an authentic, dynamic and real ginger taste on the palate.”

“Our ginger expressions pair exceptionally well with whisky, as well as other aged spirits such as cognac, brandy and rum. These exciting and dynamic spirits categories are enjoying fantastic growth. They deserve the right mixer to complement their diverse flavour profiles, because ‘if three quarters of your drink is the mixer, mix with the best’. After all, the craftsmanship of an exceptional spirit deserves the most delicious mixer.”

Ginger as a flavour has seen enormous traction in recent years, with Pepsi, Coca-Cola and Johnnie Walker all experimenting with the root flavour. Fever-Tree has thrown in a number of other beverage trends including smoky and spicy flavours, as well as a lower-calorie version.

Fever-Tree Refreshingly Light Ginger Ale blends fruit sugars with the same gingers used in the brand’s regular range for a 47% reduction in calories.

Fever-Tree USA marketing director Amanda Stackman concluded: “Fever-Tree revolutionised the tonic category by largely focusing on gin, which accounts for only 6% of spirits sales. With dark spirits now accounting for 60% of premium sales, we see unlimited potential for our gingers to really have an outsized impact.”