Fever-Tree to release bottled gin and tonic RTDs
Fast-growing mixer brand Fever-Tree is set to enter the ready-to-drink market this summer with the launch of bottled gin and tonics.
The range will consist of three expressions: Premium Indian Gin & Tonic, Refreshingly Light Gin & Tonic, and Elderflower Gin & Tonic, which will all be packaged in 275ml glass bottles. The bottles will be available to purchase from Tesco stores across the UK from 20 May, targeting picnic and party occasions. Each bottle in the range will be priced at £2.75 (US$3.50). Fever-Tree, the UK’s leading premium mixer brand, worked with Thames Distillers’ Charles Maxwell to create gins that complement the respective mixers. For the Premium Indian Gin & Tonic and Refreshingly Light Gin & Tonic a “juniper-forward” London Dry gin has been produced. Meanwhile, for the Elderflower Gin & Tonic, a “lightly floral” gin has been used. “The continued popularity of the G&T is drawing in consumers in ever greater numbers and our new ‘ready-to-drink’ range provides consumers with a convenient way of enjoying a perfectly paired G&T without having to compromise on quality,” said Rose Cottingham, senior innovation manager at Fever-Tree. “The range has been inspired by our favourite flavour combinations and reflects the same commitment to the highest quality ingredients, botanicals and taste that is at the heart of all of our products.” The range has launched at a time when gin sales in the UK are at an all-time high. According to the Wine and Spirit Trade Association, UK consumers purchased £1.9 billion (US$2.4bn) worth of gin in 2018, the equivalent of 28 million bottles. In 2018, Fever-Tree reported 40% revenue growth to £237.4m (US$313.5m), boosted by the UK market. The brand is seeking to reach new audiences by increasing the variety of its line, including a range of ginger ales for dark spirits and a tonic made specifically to pair with Patrón Tequila.
