Grapefruit is a natural fruit to drink, and this cocktail is a really good way to feel good while doing so. Fever trees are grown by planting on the ground, and their blossoms are a beautiful shade of pink. Every time you drink water, you are not only rehydrating your body, but also removing toxins from your body. So there’s a lot of catching up to do, which is exciting.Fever trees are a real thing, and they are the perfect example of why we should start drinking more water. If you aren’t in a restaurant, you don’t know what the food trends are. “If you aren’t in a bar, you can’t see what people are drinking. “You get many, many more great ideas when you are out with people than sitting in your office, because it is a human business,” says Gibb. He’s getting sick of Zoom and believes that quite soon, people will be mixing together in person again. And while Wall Street wanted more, Gibb is encouraged. That said, Fever-Tree projects sales will rise between 12% to 16% in 2021. “I just don’t think it will necessarily be that way.” “You hear about this roaring ’20s in the foreseeable future and that we are going to be out there again like the pandemic in the 1900s,” says Moslak. Live events with tastings for influencers in trendy spots like Aspen and Pebble Beach likely won’t return until 2022 at the soonest. Plans to unveil more in new cities remain on the back burner for now. Fever-Tree had intended to open more branded outdoor drinking porches like the one it opened in Bryant Park in New York City. Fever-Tree would then repurpose the video content for Instagram and other social pages. “You can get creative and still have that great drink,” says Stackman.
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Fever-Tree also relaunched its home page on Amazon (sales more than doubled last year on the e-commerce giant’s site) and worked with other retailers like Target, Drizly, and ReserveBar to position Fever-Tree well for the shift to online shopping.įever-Tree also commissioned bartenders to teach consumers how to make so-called pantry cocktails via Zoom events, using simple herb or citrus garnishes to elevate the at-home cocktail. Gibb says as luck would have it, Fever-Tree was part of an accelerator program with Google, giving the brand greater insights into what people were looking for online. Fever-Tree, like many others, had to quickly become digitally savvy. One of the largest challenges the business faced is that on-premise sales at bars, hotels, and restaurants were halted at the height of the pandemic, and to this day, demand from those channels still hasn’t fully recovered. “We did it all virtually,” says Charles Gibb, CEO of Fever-Tree North America. But the company has also expanded into ginger beer, soda water, and cola to offer a greater diversity of mixers for liquor.ĭuring the pandemic, Fever-Tree launched a sparkling pink grapefruit, and did so without in-person tastings. Founded in 2005, Fever-Tree is often referred to as a U.K-based tonic maker, with flavors like lemon, cucumber, and elderflower often meant for pairing with gin. And executives quickly made it clear to the team that no matter how disrupted the business would be, no furloughs would occur as a result of the COVID-19 pandemic.Īnd perhaps most important, the company kept innovating. Fever-Tree donated umbrellas and bar carts to dozens of bars and restaurants to help them convert streets and sidewalks into outdoor dining spaces. A few drinks that weren’t pulling their weight on shelves were pulled.
Funds that were meant to promote in-person tastings were instead put into digital and retail channels.
With tastings halted at bars and restaurants, Fever-Tree had to pivot.
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