Premium mixers group Fever-Tree expects to double net sales in 2009 and has launched its first advertising campaign in the UK.

Fever-Tree net sales are set to double to GBP5m (US$8.3m) for the 12 months of 2009, a spokesperson for the five-year-old group told just-drinks.

The group has launched its first advertising campaign in the UK, focusing on its tonic water and emphasising the drink's premium qualities and use of natural ingredients.

Tim Warrillow, cofounder and MD of Fever-Tree, told just-drinks: "Now we have well established national distribution and sales growing fast, it is the right time to further increase awareness of the brand and its many product advantages."

Fever-Tree's tonic water advert has appeared in magazines across the UK, as well as Observer Food Monthly and Evening Standard newspaper supplements.

Deliberately provocative, the ad highlights the chemical formula for Saccharin, a chemical compound it says is used widely as an artificial sweetener in other tonic water brands.

"At Fever-Tree, we use pure cane sugar to sweeten our tonic water, as well as natural quinine from Rwanda." states the advert.

Fever-Tree is set to sell 14m bottles in 2009 and has a 15% share of branded mixer sales at Waitrose, the upmarket UK food retailer.     

Fever-Tree drinks, including tonic water, lemonade and ginger beer, are available in bars and restaurants in 15 countries, including two of the world's most famous restaurants - El Bulli in Spain and the Fat Duck in the UK.

As well as Waitrose, the group's drinks are sold Tesco and Sainsbury's retailers in the UK.