Fever-Tree, the world’s leading producer of premium tonics and mixers and U.S. market leader, announces a distribution agreement with Southern Glazer’s Wine & Spirits (Southern Glazer’s), North America’s largest distributor of wines and spirits. Effective August 1, 2018, SGWS will become Fever-Tree’s distribution partner, with exclusivity in the on-premise channel across 29 U.S. states and Washington, D.C. Fever-Tree pioneered and leads the U.S. premium mixer category, with current market share in excess of 50 percent (Nielsen, June 2018), perfectly aligning with SGWS’ spirits portfolio.
The Partnership
The partnership is the first that Fever-Tree is announcing since launching its wholly-owned U.S. office in June. Prior to the new partnership, Southern Glazer’s distributed Fever-Tree in 16 U.S. states that included Alaska, Arizona, Arkansas, California, Colorado, Idaho, Illinois, Minnesota, Nevada, New Mexico, North Dakota, Oregon, South Carolina, South Dakota, Tennessee and Washington.
The partnership adds 13 new states, including Delaware, Florida, Indiana, Iowa, Kentucky, Louisiana, Maryland, Missouri, Nebraska, Ohio, Pennsylvania and Texas and Hawaii as well as Washington, D.C.
As a result of this agreement, Fever-Tree will work closely with both Southern Glazer’s and the major spirits brands within its distribution portfolio, driving innovation, new serves and elevating the drinking experience on all occasions. This, in turn, will provide a strong platform for significant growth opportunities ahead.
Fever-Tree’s Commitment
Fever-Tree’s commitment and intrepid attitude to sourcing the highest quality ingredients, botanicals and taste are at the heart of all of its products, including its new Aromatic Tonic that is now launching into bars, hotels and restaurants across the U.S. through the Southern Glazer’s network.
Commenting on the Fever-Tree / Southern Glazer’s partnership, Fever-Tree North American CEO Charles Gibb said:
“Fever-Tree is tremendously excited to partner with Southern Glazer’s, North America’s leading spirits and wine distributor. Thanks to their extraordinary reach and dynamic portfolio of world-class spirits, we can together deliver perfect drink solutions on cocktail menus across the country. The partnership is a crucial step as we transition to Fever-Tree USA taking full responsibility for its distribution across the country.”
Commenting on the Fever-Tree / Southern Glazer’s partnership, Brad Vassar, COO, Southern Glazer’s Wine & Spirits said:
“Our partnership with Fever-Tree brings together the highest quality market leaders on all sides, from spirits and mixers to the dynamics of the Southern Glazer’s distribution network, thus is a natural fit within our portfolio. We see exceptional opportunities in marrying Fever-Tree’s unique mixers with the many premium spirits in our portfolio. Through our partnership, we can seamlessly improve drinking occasions across the country.”
