Name: How Fever-Tree turned 2020 into a year of growth
Uploaded: 2021-11-02
Duration: 4 min
Description: Fever-Tree reached new customers looking to make simple cocktails at home.

Fever-Tree reached new customers looking to make simple cocktails at home.

How Fever-Tree turned 2020 into a year of growth 

Retail

Fever tree is the world's leading premium mixer, which was started in 2005 with the very simple idea that if three quarters of your drink is the mixer, then make sure that the mixture is as good as the spirit that it's being mixed with. We create a range of tonics, ginger beers, ginger ales and increasingly sparkling that are designed to mix with jin's podcast, tequila, bourbons, whiskeys, you name it. We couldn't have been more excited, sort of January, 2020. In fact, we had our company conference in late February that year, was getting very excited about the year ahead. So in March last year, I think like everybody, the first instinctive reaction and human reaction is what can we do to help, how can I help, what can I do differently? And the first thing we started doing was finding ways to donate product um, into hospitals, to support the health care workers. We delivered, you know, thousands of cases in two different hospitals around the country. And that was the most important thing was to feel that we were part of the local community, that we were doing things to help at the same time as that will house the consumer going to behave. What's the consumer change in behavior against them. And very quickly what became apparent is that consumers were continuing to drink, they were continuing to drink at home, They continued to premium eyes, they're drinking experience at home. And we realized that therefore there was an opportunity to get into people's houses in many cases for the first time for, for the celebratory brand. And so we spent a lot of time talking about how to make a great tasting mule, how to make a great tasting paloma, how to make a great tasting gin and tonic. Because consumers, that's exactly what they were, Googling how to at home, how to make a great spaghetti holidays, we can't help them how to make a great drink, we could help them. So we pivoted a lot of our marketing spend from, if you like, experiential and activation based into sort of online education and training. Final thing that we really put a big focus on was the liquor store. We thought of the liquor stores really like a bar. It was the one place where we could join a spirit and a mixer together and create, you know, drinks ideas, drink suggestions for the consumer in the same way that you can in a bar through the cocktail mix. And certainly our liquor store business last year was one of the fastest growing segments of the business. So if you consider that we lost essentially two thirds of our on trade business last year, We still grew the business by 30% overall during 2020. And at the end of the first half of this year, we've grown the business a further 42% as the entree businesses return. So if we look over a two-year period, businesses has nearly doubled uh, in in size, which is, which is very exciting. Yeah, the business, you know, sort of started with the idea of making a gin and tonic taste better. But frankly that applies to anything where consumers are mixing with the low, low grade mixers, you know, ginger ale that's coming off a gun. It's normally a mixture of coke and sprite. A lot of these things are made using a lot of high fructose corn syrup. They're using artificial ingredients and artificial, you know, sweeteners and preservatives, Fever tree uses none of those. We go to the ends of the earth to find the world's finest ingredients. So when we were looking for Quinn in, we went to the Democratic Republic of Congo, which is where some of the highest grade Queenan is grown in the world. When we, when we're talking about our ginger's, we go to Nigeria to go to the Ivory Coast. We've got a coaching in India and we blend these three different types of ginger together to create what we believe to be the perfect ginger ale and ginger beer. So we want to make sure that we've got something for all those consumers and our mission in life is to make every drink taste better. Yeah, yeah.