Fever-Tree ramps up its US activity

The upmarket tonic water maker has opened a new office and appointed a CEO for its North American operation as it continues to expand across the pond.

Fever-Tree has opened a new office in North America and appointed industry veteran Charles Gibb as its regional CEO.

The brand is now the number one premium mixer brand in the US after it penetrated the market a decade ago.

Its products were previously imported and distributed by Brands of Britain (BoB) who also import brands such as Yorkshire Tea and Tiptree.

However, the groups new US office and the appointment of Gibb as North American CEO, will see the group manage its US distribution network itself.

This will allow Fever-Tree to ramp up activity and continue its rapid expansion across North America.

Gibb joined Fever-Tree as global strategy director in August 2017 and in his newly created role, will lead the group's operations across North America.

He is a highly experienced executive with an exceptional track record gained over 25 years of operating at senior executive levels at Moët Hennessy, Diageo and Bacardi across a broad range of global markets.

For the past nine years, he has served as president and CEO of Belvedere Vodka, a division of the LVMH Group where he was responsible for the brand's substantial global expansion.

Tim Warrillow, CEO of Fever-Tree, said: "Firstly I would very much like to thank Brands of Britain for their hard work and contribution to Fever-Tree's success in the US.  We have enjoyed working with their team over this period and wish them well for the future.

"The North American premium mixer market is still at a relatively early stage but the trend towards spirits premiumisation and the increasing focus on simple long drink mixability is accelerating and represents a significant opportunity for Fever-Tree, as the pioneer of the premium mixers segment.

"I am delighted that Charles Gibb has agreed to lead our operations in the region. He brings substantial international experience, a broad range of strategic and commercial skills as well as a proven track record of growing brands to significant scale. I look forward to working closely with him as we build the team and infrastructure in North America."