Fever-Tree, the UK’s leading premium mixer brand, has announced the appointment of GHF as its exclusive on-trade commercial partner across London, as part of its continued investment in accelerating growth in the capital.
Under the agreement, GHF will operate as a dedicated London resource within Fever-Tree’s UK commercial structure, reporting into the UK team and delivering against priorities across distribution, account management and in-venue execution.
The appointment builds on Fever-Tree’s position as the number one mixer brand in the UK on-trade and reflects a proactive investment in further strengthening its leadership in one of the world’s most influential drinks markets.
London is a key market for Fever-Tree, where the brand already holds a strong position in the on-trade. GHF’s expertise and relationships within the capital will support the next phase of growth, with a focus on strengthening distribution, deepening operator relationships and delivering consistently high standards of execution across the city.
Andrew Ronald, UK managing director, Fever-Tree, said: “Fever-Tree has built a market-leading position in the UK on-trade, and London is central to our continued growth. This appointment is about investing behind that success and adding further focus, resource and expertise in a market where the opportunity remains significant.
GHF’s strength and depth of relationships in the London on-trade makes them a highly complementary partner, and together we will continue to build on our leadership position across the capital.”
Tristram Coates, founder & CEO, GHF, added: “Fever-Tree is the benchmark for premium mixers in the UK, a brand that has defined the category and continues to lead it.
Our role is to build on that position in London by bringing additional focus and executional intensity across the on-trade. With our relationships across the most influential venues in the city, we see a significant opportunity to further strengthen availability and deliver best in class execution in what is a critical market for the brand.”
