Fever-Tree has appointed Andy Gaunt as acting brand director for the Asia Pacific region, solidifying the premium mixer brand’s intentions to become a major player in Australia and emerging Asia Pacific markets.
Since first launching in Europe in 2003, Fever-Tree products are available in more than 30 countries. The company say it’s now looking to consolidate and grow its business in Europe and North America, with further opportunity to invest in emerging markets and important future markets, including Asia and Australia.
Fever-Tree began exporting to Australia in 2011, with its Australian arm currently working alongside local importer and distributor SouthTrade International. Six of Fever-Tree’s 12 products are available in Australia, including Indian Tonic Water, Mediterranean Tonic Water, Ginger Beer, Lemonade, Ginger Ale, and Soda Water.
Tim Warrillow, co-founder of Fever-Tree, said Gaunt’s appointment demonstrates Fever-Tree’s commitment to the Australian market.
“The trend we’re seeing towards premium spirits is powering growth, as consumers are starting to trade up to a premium mixer to go with their craft spirit. What we are witnessing in the industry is development rather than a trend, which is reflected in exciting and steady growth across international markets. We are hugely excited to be pioneering the growth of the premium mixer category, and Andy’s appointment to the Fever-Tree team demonstrates our belief and commitment to this market,” Warrillow said.
Gaunt will continue in his role as director at his brand consultancy and Asia Pacific brand management agency, Source Consulting Solutions. Prior to joining, Gaun twas central to the development of Diageo’s premiumisation strategies, working with the UK business in global marketing and market development where he headed up their APAC luxury spirits portfolio.
“There is no doubt that we are witnessing an evolution in the way drinkers are consuming a mixer for their drink, as they do spirits. As the market leader, Fever-Tree is setting the tone and standard with their use of unique and natural ingredients and I’m thrilled to be a part of the journey,” Gaunt said.
