Our Strategy

Long Term Opportunity

Long Term Opportunity

SPIRITS CONTINUING TO TAKE SHARE FROM BEER & WINE

  • Spirits have been growing ahead of beer & wine over the last 5-10 years
  • Nowhere more so than in the US where spirits’ share of total alcohol has increased from 32% to 39% over the last 10 years
  • Underpinned by the wider macro trends:
    • Growing interest in provenance & craft
    • Health and wellness trends
    • Premiumisation
  • And aligned with growing interest in mixed drinks
  • Resulting in spirits extending into multiple new occasions – occasions that were previously the preserve of beer & wine

PREMIUM SPIRITS OUTPERFORMING WIDER CATEGORY

  • Globally, over the past 10 years premium spirits growth has consistently outpaced non-premium
  • Premium spirits are forecast to grow their global volume market share to 13% by 2024
  • Reflecting consumer preference for quality over quantity and a willingness to trade up
  • Underpinned by spirits companies investing behind their premium portfolios

FEVER-TREE DRIVING THE GROWTH OF THE MIXER CATEGORY

Between 2012-19, the premium global mixer category grew at almost five times the rate of the total mixer category

Fever-Tree is the first mover and clear no.1 global premium mixer brand, growing at twice the rate of the wider premium category

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