Fever Tree US Competition
Former VP at Q-Mixers
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Fever Tree
Why is this company interesting?
Fever Tree is a founder-led beverage business that sells premium mixers such as tonics, ginger ale, and club soda.
Over the last decade, two tailwinds have fuelled FEVR's ~50% revenue CAGR: premiumisation and spirits winning share from beer and wine. The company defined the UK premium mixer category which accounted for 43% of all mixers in H121. In the US, the premium segment is only 10% but is growing at ~3x the total mixer market.
In 2018, the company launched a national distribution agreement with Southern Glazers, the largest spirits distributor in the US. Fever Tree focused on building the brand equity with premium spirits companies in the on-premise channel and has the longest and deepest relationships with companies like Diageo and Pernod.
Fever Tree is a beverage company that operates closer to a premium spirits business with 30%+ ROE, deep distribution agreements and high brand equity in both channels that provide high barriers to entry for competitors.
Former VP at Q-Mixers
The executive has over 22 years in the spirits and beverage industry and is a Former VP at Q-Mixers, a US premium mixer brand that competes with Fever Tree. The executive has previously worked at Moet Hennessy and has managed brands such as Belvedere Vodka and other premium mixers like Mike's Hard Lemonade.
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