Fever-Tree has established an office for North America and has named a CEO for the unit.
Fever-Tree entered the US market ten years ago
The UK-headquartered mixers producer said today that Charles Gibb will take up the newly-created leadership role. Gibb, who was most recently head of Moet Hennessy's Belvedere Vodka business, joined Fever-Tree in August as global strategy director.
As part of the announcement, Fever-Tree has given notice to its US agent, Brands of Britain. A six-month handover is expected to complete in the second quarter of 2018, leaving the company in charge of its own distribution network.
"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," said group CEO Tim Warrillow. "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."
A spokesperson for the firm told just-drinks that the new North America office will be based in New York.
"The way to drive dark spirits is to make them accessible. And accessible means mixed" - Fever-Tree Interview from March 2017
Sectors: HR – personnel, Soft drinks, Water
