Magazine article Marketing

Golden Jubilee Awards 2009: New Brand (SME)

Magazine article Marketing

Golden Jubilee Awards 2009: New Brand (SME)

Article excerpt

WINNER: Fever-Tree

With customers including Waitrose, The Ritz, Claridges and Hakkasan, it is clear that Fever-Tree has struck a chord with drinks buyers. The premium natural drinks mixer has pioneered a new drinks category among a growing number of customers. In just four years the brand has gained 5% of the UK premium drinks market, and is sold in 15 countries.

Fever-Tree - the brainchild of Charles Rolls and Tim Warrillow - recognised a consumer desire for its products as well as that most elusive of things: a genuine gap in the market. While there is a wealth of premium spirit brands, the mixer market is dominated by mixers with strong artificial smells and tastes.

To counter this, Fever-Tree set about producing a range of mixers using the best natural ingredients, with help from the world's top plant-hunting experts, who helped to create the subtle flavours it wanted for its products.

Armed with a tiny marketing budget the team set about securing national press coverage for the brand. …

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