Fever Tree vs Monster Beverage Distribution Strategy
Former National Account Manager at Fever Tree
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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.
Fever Tree vs Monster Beverage Distribution Strategy(January 12, 2022)
Michael Pruenner
Former National Account Manager at Fever Tree
Michael has 20 years experience in the spirits, wine, and beverage industry and is a Former National Account Manager in Austria for Fever Tree. He was responsible for launching and running the off-premise channel for Fever Tree across the whole of Austria. Prior to Fever Tree, Michael was Country Manager at Monster Energy where he set up the distribution network with Coca Cola for the Monster portfolio. He started his career at Moet Hennessy, running the off-premise channel in the DACH region for the premium brand.
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