Mixer beverage brand Fever-Tree has recorded an 88 per cent growth in the Australian market in 2020 as the trend for premium spirits and mixed drinks increased. Fever-Tree general manager ANZ Andy Gaunt said the growth experienced during COVID-19 lockdowns has continued.
According to IRi and Quantium scan data for CY20, Fever-Tree sales through major retailers doubled, the result of increased brand awareness and improved distribution.
The data showed its share of the tonic water category grew by 36 per cent, Fever-Tree said.
The total mixer market in Australia grew by 29 per cent last year, with premium outpacing the total category. The premium segment grew by 51 per cent and sales of tonic increased 34 per cent, while sales of premium tonic went up by 75 per cent.
Fever-Tree said ginger mixers are also growing and represent an opportunity for further premiumisation. Sales of ginger ale grew 13 per cent while premium products in the segment more than doubled (111 per cent).
Gaunt said Australia was an exciting market for the brand.
“Our sustained growth across retail, with sales increasing by over 100 per cent in 2020, is a testament to the growing brand awareness and the accelerating trend towards premiumisation across the mixer category.
“We remain the number one premium tonic brand in Australia and, as more Australians discover the benefits of premium long mixed drinks, we see great growth potential in the market.
“During periods of lockdown, we saw consumers selecting high quality products to make cocktails at home and this has continued as restrictions have eased. We are well positioned for the next twelve months.”
Fever-Tree is listed on the London Stock Exchange. Its majority shareholders are Lindsell Train Investment (6.12 per cent) and Morgan Stanley (6.05 per cent). Its revenue in FY19 was $450.57 million (£260.5 million).
