British mixer brand Fever-Tree has opened a new US headquarters in Brooklyn and taken over direct control of its US operations through its subsidiary in the country, Fever-Tree USA.
The move marks an increased focus on the North American market and Fever-Tree USA will be responsible for all aspects of the group’s North American business, including importation, warehousing, distribution, marketing, sales and direct customer relationships.
Established in 2005 by Charles Rolls and Tim Warrillow, Fever-Tree aims to be the pioneer of the global premium mixer category. The brand entered the US market in 2007.
Fever-Tree said that the US premium mixer sector sector represents a “significant opportunity” given the existence of the trends of premiumisation, authenticity and mixability that exist in the market.
The brand intends to drive innovation with new products and formats “to enhance the drinking experience”.
Fever-Tree USA is spearheaded by Charles Gibb, Fever-Tree’s North American CEO, a beverage industry leader with nearly three decades experience at Moët Hennessy, Diageo and Bacardi, latterly as CEO of Belvedere Vodka. He will lead a team of over 30 full-time Fever-Tree employees across sales, marketing, finance and supply chain.
Speaking of the launch of Fever-Tree USA, Gibb said: “The last 11 years has seen Fever-Tree establish a great platform in the US and this move to a directly controlled structure underscores our belief in the tremendous opportunity that exists in the market.”
“Thanks to Fever-Tree’s entrepreneurial culture, we have rapidly built an exceptionally talented team and infrastructure in less than five months and we are set to hit the ground running.”
“With the same trends of premiumisation across the wider spirits category and a move to simple long mixed drinks as witnessed by the growing popularity of the mule and other simple cocktails, the US represents an incredibly exciting opportunity for Fever-Tree.
“With a designated team in place and ample resources, Fever-Tree USA looks forward to working closely with our key customers and distributor partners as we continue to innovate and disrupt the wider mixer category.”
Last year, Fever-Tree co-founder Tim Warrilow offloaded a £28.9 million stake in the business, a day after it upgraded its profit forecast on the back of a 77% surge in revenue.
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