As the world's leading supplier of premium carbonated mixers for alcoholic spirits by retail sales value, we believe that Fever-Tree has the following key strengths:
A strong distinctive brand
Fever-Tree is a well-established leading brand in the international premium mixer market. Protection and enhancement of the brand's market position continues to be a major focus of the Group.
First mover advantage
We believe that Fever-Tree is widely known within the industry to have been the first mover and innovator of the premium mixer category which has added to the brand's "authenticity" and "credibility" and attractiveness to the industry's "thought leaders", leading bartenders and trade influencers.
Clearly differentiated products with premium provenance
Since inception, Fever-Tree has made a conscious decision to use only the highest quality ingredients in its products and the founders have travelled far and wide to track down and source these ingredients. For example, we source our quinine, the key ingredient for tonic water from the Democratic Republic of Congo, and we source our ginger root from the Ivory Coast, Nigeria and India. We believe that this premium provenance is a clear differentiator from the Group's mass market competition, and key to both product quality and brand image.
A PROVEN, SCALABLE BUSINESS MODEL
Fever-Tree's largely outsourced business model, with strong, established relationships with suppliers, the bottlers and distributors, allows for efficient and effective scalability without major capital commitment from the Group.
Experienced and credible founder-led management team
Our executive management team includes the founders of the Group, and has considerable experience in the mixers and premium spirits sectors. The Executive Directors are also supported by experienced outsourced partners with many years' experience in the beverage industry.
Strong cash flow generation and operating margins
The Group requires minimal capital expenditure, and has to date achieved strong cash generation which it has been able to reinvest in the business.
Strong and diverse customer relationships
We believe the Group has strong, and in their key markets, long established relationships with its network of importers and distributors as well as On Trade and Off Trade customers.