Premium mixer brand Fever-Tree Australia has forged a partnership with Remedy Drinks as part of a new business model.
The partnership will drive Fever-Tree’s business in the grocery and on-the-go channels while the brand will distribute Remedy’s portfolio to its on-premise liquor customers from next year.
Likewise, Fever-Tree will bring its distribution, sales and marketing operations in-house to be run by the Fever-Tree Australia team from July.
Andy Gaunt, MD of Fever-Tree for Australia and New Zealand, said the opportunity to evolve the brand’s 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.”
Chris Gillard, MD at Remedy Drinks, said the partnership aligns perfectly with the brand’s mission.
“Our shared goal of disrupting the beverage industry by offering brands that enhance the consumer experience makes this relationship even more meaningful.”
He added the brand’s newly built Fermentary in Melbourne will help achieve this goal.
Fever-Tree’s existing long-term partnership with DKSH will conclude as the company enters this new model.
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