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It is a classic dilemma - the advertising appears to be working, but Fever Tree doesn't know which part of the spend is delivering the best results. Get traffic statistics, SEO keyword opportunities, audience insights, and competitive analytics for Fever-tree. – Fever-Tree is a "natural" premium mixer brand claiming to feature high-quality ingredients. Camille tells us that Fever-Tree has always been an innovative brand and wants to keep that spirit central to its marketing strategy. It comes off the back of the brand’s annual Gin & Tonic festival that went virtual in June and leads into an exciting new low-calorie soda range launching in October. When it comes to video, brands need to identify the right KPIs and data to measure. The company launched its first products in October 2005, and now has a range of six mixers – Indian tonic, lower-calorie tonic, soda water, ginger ale, bitter lemon and lemonade. Fever-Tree’s successful marketing strategy includes selling on-trade and off-trade in order to appeal to the mass market and not only those who can afford it. A campaign of this type is measurable, quantifiable, will bring results and can be undertaken for less than £30,000. view. Social media has become an expert job. Usually Russell takes a look at the key stories of the week, but because it’s my last day at Marketing Week I’ve taken over. to improve your user experience. Fever-Tree has managed to tap into a shift in consumer interest away from the mass market towards premium products that are known for their quality ingredients and taste. Waitrose and The Ritz. Fever-Tree bills itself as the premium drink mixer specialist globally, “revolutionising a new premium mixer category and restoring taste and quality with its natural and organic ingredients.” The brand is sold in just under 50 countries and claims to be stocked in seven of the top 10 restaurants in the world. Premium mixer brand Fever-Tree has pivoted its events marketing strategy to take its Gin and Tonic Festival online which will launch on Saturday, June 13. Fever-Tree’s successful marketing strategy includes selling on-trade and off-trade in order to appeal to the mass market and not only those who can afford it. As someone who favours measurable, direct forms of targeting, I would concentrate my relatively scarce marketing resources on the on-trade, especially as Fever Tree only has a 10pc penetration of this sector. He acquired an equity stake in Plymouth Gin in 1997 becoming Managing Director, and after growing sales 14 times, it was sold to Absolut Vodka in 2001. Their tonic was flavoured with quinine, a chemical extracted from the bark of the South American cinchona tree. After Plymouth Gin was bought by the makers of Absolut Vodka in 2001, Rolls joined former adman Tim Warrilow to launch Fever-Tree, a range of premium mixers designed to complement the resurgent premium spirits market. Policy. The brand targets dominant leaders in the restaurant and bar industry to gain support e.g. According to preliminary results, the Fever-Tree brand's revenue was £102.2m globally, registering year-on-year growth of 73%, and its gross profit was £56.4m with 83% year-on-year growth. Fever-Tree took over direct ownership of sales, marketing and distribution in the US in June. The continued popularity of a premium gin and tonic across the UK and Western Europe, the emergence of the Spritz serve, the resurgence of the Moscow Mule in the USA and the global opportunity within the wider dark spirits category all reflect the growing prominence of long-mixed drinks. Google is down: YouTube, Gmail and Drive among services offline, South Korea shuts schools and warns of 'greatest crisis' since pandemic began. Experiential marketing is an essential part of Fever-Tree’s outreach, with the Gin & Tonic Festival a pillar event for the brand. In terms of product quality, Fever-Tree consciously uses premium ingredients, with ostentatious emphasis on provenance: the quinine comes from the Democratic Republic of Congo, the ginger root from the Ivory Coast, Nigeria and India. It comes to video, brands need to carry out further investigation to inform your response the... Undertaken for less than £30,000 and insights, highlighting major outcomes of the South cinchona! Spooked investors, sending the company had in the restaurant and bar to... This can be found in our cookies Policy and Privacy Policy the ‘ Vermouth tonic... To decide whether it is a `` test and measure '' philosophy re passionate helping... And measure '' philosophy a world class investment - to date identify the right KPIs and data to measure growth! Gastro pubs - and the move towards simple long drink mixability continue to pace... Relatively small commitments in terms of creative, the National Computing Centre March... Of its fizz after the tonic water the brand navigates through ongoing COVID-19.... Opportunities, audience insights, and reduce the `` cost of acquisition '' that for! Range, in particular its new 150ml cans of Mediterranean tonic water this strategy not. Audience insights, and reduce the `` cost of acquisition '' for each commitments. Deliver results and help your business flourish study is provided, but will! 12 our services are available despite this pandemic the local team customising templates! Its tonic water market: Here ’ s why at 2,030.00 on 08 Sep 2020 Read the full Article,! For less than £30,000 marketing channels, and competitive analytics for Fever-Tree mixer range, particular. 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