Fever-Tree is helping venues across the country overhaul their outdoor drinking spaces this summer with Fever-Tree Gin & Tonic Gardens popping up all over Australia.

Venues can register their interest in having their outdoor spaces revamped by Fever-Tree, with custom-made Fever-Tree furniture, venue-specific menu designs and pairing guides all designed to give venues the tools to guide consumers through the world of gin.

Andy Gaunt, the GM of Fever-Tree in Australia, told TheShout: “This is about harnessing the love that Australians have for gin. There is the potential for some people to be confused and think ‘Ive never heard of this, that thing sounds confusing, it’s costing me more money, so I’ll just default to what I have always drunk’.

“So we will go to pubs and bars across the country with a gin and tonic menu concept, where we will work with each individual bar, look at the range of gins they have and bring our database of tasting notes and tonic pairings.

“We will then create and design a gin and tonic menu for that pub or bar. We will print that and it gets sent to your venue. We will use your gins, your price points, but inside the menu there will be some simple tasting notes that help people understand what the gin tastes like and will recommend a tonic for pairing.”

Gaunt told TheShout that the menu has been so successful that it is proven to increase sales of premium gin by 60 per cent when it is placed into a venue.

He added: “The tonic is then an incremental, additional profit opportunity on top of the increased margin they make by selling more of their premium gin. So we found the menu program to be really successful, but we felt there’s an opportunity to add a bit more theatre and go to our customer partners across the on-trade with some additional tools.

“And that’s to help turn their beer gardens or terraces or spaces into gin and tonic gardens over the summer. Again to harness the intrigue and interest in gin and tonic at a total category level. So it’s not a one-brand-gin-only terrace, it’s a terrace where you can showcase the wonderful world of gin to your customers.”

The gin and tonic menu forms part of the program, but Gaunt said that Fever-Tree will also equip venues with other points of sale, depending on how much they want and will also support venues with a PR program across consumer and trade.

Fever-Tree Australia Brand Manager, Nikki Daven, added: “Fever-Tree will help facilitate the creation of beautiful spaces in which G&T lovers can push the boundaries and explore the world of premium mixers. The campaign aligns perfectly with the release of our new seasonal tonics, Fever-Tree Cucumber Tonic and Fever-Tree Clementine and Cinnamon Tonic, which will be entering Australian markets in time for summer.

“The new flavours are a response to a more experimental consumer palate, with gin drinkers opting to try new flavours, garnishes and styles as they allocate a higher proportion of their glass spirit spend to premium gin offerings. With gin doubling category share over the past five-years, Fever Tree’s role in navigating the G&T landscape becomes more heavily invested in these consumer activations.”

Venues can register their interest in having their outdoor space overhauled by heading to the Fever-Tree Gardens website, or by contacting their local SouthTrade representative.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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