Executive Bio
Shelley Turner
Former VP of Sales at Q-Mixers
In Practise Notes
- The go-to-market strategy and whether the brand starts in the on or off-prem channel, defines the DNA of the company. FEVR was built in the on-prem channel with spirits companies whereas Q was built at retail.
- 10-20% of California market is in c-stores. The big question for FEVR is if they are so focused on on-prem distribution via Southern Glazer's, how can they serve the smaller retail accounts outside of SG?
- Q-Mixer's pitch vs Fever Tree. It's interesting how Q seems to be a better tasting and fizzier product.
- A perspective on FEVR recent price decline. Maybe it was partly competition in off-prem?
- The distribution competitive advantage for FEVR. The big question is how this on-prem advantage can translate to volume off=prem. Is the old adage of building a brand on-prem for volume off still true? Or does the presence and brand equity of Q off-prem impact Fevr positioning in retail?
- Southern's superior spirits portfolio wins market share for Fever Tree. On-prem accounts choose SG to get the top champagnes, and then SG bundles FEVR into the account. Spirits first. mixer second. Partner with the best spirits portfolio and you will win market share!
- Insight into how spirits companies use mixers to legally promote their brands.
Interview Transcript
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Audio
Q-Mixers vs Fever Tree: On-Premise Channel(September 28, 2021)
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