Fever-Tree, the UK’s leading premium mixer brand, is stepping up its London strategy with the appointment of GHF as its exclusive on-trade commercial partner across the capital. The decision signals a clear intent: invest harder, move faster and build on an already strong position in one of the world’s most influential drinks markets.
As part of the agreement, GHF will operate as a dedicated London extension of Fever-Tree’s UK commercial team. Its focus will span distribution, account management and in-venue execution. The objective is to bring sharper focus and more resource to the city’s on-trade.
Fever-Tree already holds the top spot as the number one mixer brand in the UK on-trade. This partnership is about strengthening that lead, particularly in London, where competition is fierce and opportunity remains significant.
With deep-rooted relationships and strong expertise in the capital, GHF is well placed to support the next phase of growth. The priority is expanding distribution, building even closer ties with operators and delivering consistently high standards in venues across the city.
As Andrew Ronald, UK Managing Director, Fever-Tree, said: “Fever-Tree has built a market-leading position in the UK on-trade, and London is central to our continued growth. This appointment is about investing behind that success and adding further focus, resource and expertise in a market where the opportunity remains significant. mGHF’s strength and depth of relationships in the London on-trade makes them a highly complementary partner, and together we will continue to build on our leadership position across the capital.”
“Fever-Tree is the benchmark for premium mixers in the UK, a brand that has defined the category and continues to lead it,” added Tristram Coates, Founder & CEO of GHF. “Our role is to build on that position in London by bringing additional focus and executional intensity across the on-trade. With our relationships across the most influential venues in the city, we see a significant opportunity to further strengthen availability and deliver best in class execution in what is a critical market for the brand.”
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