Fever Tree: US History and Opportunity
Former Vice President of Fever Tree
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Fever Tree: US History and Opportunity(August 21, 2023)
Former Vice President of Fever Tree
The executive has 30 years wine and spirits experience and is the Former VP of Fever Tree in the US, responsible for sales and marketing across the Western regions. The executive also has experience at Southern Glazer's and various US wineries.
Interview Transcript
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We've touched on tequila. Are there other adjustments you would make to the on-premise strategy that could potentially drive higher organic growth?
I believe a more specific pricing strategy for the channel would be beneficial. In the West, we managed to match our cost per ounce to that of Schweppes or Goslings, ensuring that pricing would not be a barrier. We would set a price and say, if you're willing to use four different types of Fever-Tree and meet certain thresholds, we'll offer you our best price. We used this as a negotiation tactic, but it was never adopted at a national level. I would propose discussing that. A strategy like this could be helpful.
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Where do you see the most significant improvement?
The main areas are speed of service and distance. If you have a copacker in a market and discover there's cardboard and glass availability within 500 miles, you're gaining a compounding benefit.
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