Fever-Tree Australia has announced a new operating model which forms part of a new partnership with better-for-you drinks brand, Remedy Drinks.
Fever-Tree has seen huge growth in Australia over the past eight years and thanks to the passion, dedication and capability of its long-standing distributor partner for liquor channels, SouthTrade International.
The evolution of Fever-Tree in Australia will see the partnership with SouthTrade conclude and Fever-Tree will be bringing distribution, sales, and marketing operations in-house to be run by the experienced Fever-Tree Australia team.
In addition the new commercial agreement with Remedy Drinks brings together a shared passion for creating better drinks and the opportunity to develop their leading and premium brands across Australia.
Commenting on the new operation model and partnership, Andy Gaunt, Managing Director, Fever-Tree Australia/New Zealand said: “Fever-Tree has established a fantastic platform in Australia and as we look to fuel further growth for Fever-Tree and our customers, the opportunity to evolve our operating model is the logical next step. Remedy has pioneered the development of the better-for-you drinks category in Australia and our brands and values perfectly complement each other as we both make drinks better.
“At Fever-Tree, we set out to make sure that everyone can enjoy the best tasting mixed drinks, and thanks to our long-term partnership with South Trade International, we’ve seen the mixers category transform across the liquor landscape in Australia over the last few years.
“I would like to thank Ray Noble and all the team at SouthTrade for their passion and dedication to the goal of better drinks. However, the opportunity to evolve our operating model is hugely exciting as we look to the next stages of Fever-Tree’s mission, and fuel further growth for Fever-Tree and our customers.
“Setting up our own operations is a significant move and investment and demonstrates the excitement we have for continued growth of Fever-Tree and mixers of all kinds in Australia. Moreover, our new alliance with Remedy, who have pioneered the better-for-you drinks category, like Fever-Tree has done with mixers, will further support our shared goals and even better meet the changing needs of our customers and Australian consumers.”
While Fever-Tree and Remedy Drinks will retain marketing and strategic independence, the partnership will see Remedy’s commercial division drive business in grocery and off-premise and on-the-go channels, while Fever-Tree will sell and distribute Remedy’s portfolio across on- and off-premise businesses from 2024.
Chris Gillard, Managing Director of Remedy Australia, said: “We are thrilled to announce our partnership with Fever-Tree, whose impact on the mixers category worldwide has been immense. Our shared goal of disrupting the beverage industry by offering brands that enhance the consumer experience makes this relationship even more meaningful.
“It is an honour to be entrusted by such a well-known international brand to help drive their business in Australia. Our newly built Fermentary in Melbourne provides us with the capabilities to help achieve this goal. This partnership aligns perfectly with our mission to shake up fizzy drinks for good.”
This article originally appeared on The Shout.
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