By Sacha Delfosse – editor bars&clubs
SouthTrade International has announced the addition of the Fever-Tree premium mixers range to its portfolio, in a move that will give the brand a greater national reach.
Fever-Tree was launched in 2005 in the UK by Charles Rolls and Tim Warrillow (pictured), and the brand is considered a pioneer of the premium mixer category.
The brand made its entry into the Australian market through a distribution partnership with Casa Rio, an Adelaide-based company that is predominately focused on coffee.
Warrillow visited Australia during October and travelled around the country and hosted several educational and tasting sessions for the trade at top bars such as Defectors, 1806, Elixir Roof Top Bar, The Lane and Apothecary.
He believes the brand has great potential in the Australia market due to a number of factors including a “progressive cocktail culture, skilled bartenders and desire for premium quality products”.
The current range available in Australia includes Premium Indian Tonic Water, Ginger Beer, Lemonade, Ginger Ale, Mediterranean Tonic Water and Soda Water.
“This is a brand that we had to have,” said SouthTrade International director, Tony Stubley.
“It is the perfect fit with our existing range allowing us to further improve our quality offering for bartenders and the liquor retail trade with the end goal of improving the drink experience for consumers. We are working to have Fever-Tree available through all major wholesalers nationally during November.”