Fever-Tree, the world’s leading producer of premium tonics and mixers, will be distributed in South Africa by Truman & Orange from 1 March 2021.
The Fever-Tree range is designed to complement and enhance a wide array of premium spirits and, with its high quality and naturally sourced ingredients, is the perfect accompaniment to any drinking occasion. Truman & Orange’s unrivalled range of premium spirits and ability to build premium brands with unique stories, makes the drinks company well-suited to accelerating Fever-Tree’s growth as it aims to become the leading premium mixer in South Africa, as it is elsewhere in the world.
Founding Owner of Truman & Orange, Rowan Leibbrandt, said, “Every now and again a brand comes along that you’d cut your arm off to work with – Fever-Tree is one of those brands. These guys pioneered premium mixers, and we’re delighted at the opportunity to work with them and the strong fit the brand will have with our premium gins and other spirits.”
Fever-Tree was founded in 2005 in response to what should be every gin drinker’s question: if three quarters of your G&T is the tonic, wouldn’t you want it to be the best? The brand’s single-minded mission to bring quality, flavour and choice back to mixers means that innovation is at the heart of Fever-Tree’s ethos. Sourcing extraordinary drinks of superior quality for discerning drinkers has always what Truman & Orange is about, making this an ideal partnership.
Fever-Tree procures the world's finest ingredients from natural sources, including quinine from the Democratic Republic of Congo, ginger from Ivory Coast, India and Nigeria and lemons from Sicily. This unrivalled focus on quality means that Fever-Tree has collected a vast number of global awards, including the Best Selling & Top Trending Tonic Water for seven consecutive years by Drinks International's surveys of the World's Best Bars.
Truman & Orange’s growth strategy for Fever-Tree will be supported by an investment plan and new product launches to broaden the range and lay the foundation for accelerated growth in South Africa.
Of the partnership, Fever-Tree CEO, Tim Warrillow said, “Despite the challenges that COVID-19 has posed, the outlook for premium spirits and most notably gin remains very exciting, with an abundance of new craft and local gin brands complementing the growth of larger international brands. This trend aligns perfectly with the opportunity for premium mixers especially with the increasing interest from consumers to mix drinks at home.
"We’re very excited about working with Rowan and his team at Truman & Orange, who we believe are the ideal partner to help us explore new opportunities and further our growth in what is a very exciting market for Fever-Tree.”
Truman & Orange Commercial Director, Riaan Mac Gillicuddy, added, “Given the tough times we find ourselves in, it’s great to be able to share a story of growth and investment. With the explosion in premium Gin over the last few years, we know the Fever-Tree opportunity in South Africa is huge given the brand’s status as the world’s leading premium mixer brand, and we look forward to working with our customers to ignite that growth.”
About Truman & Orange
Truman & Orange’s growing range of discovery brands includes The Extraordinary and Fabulous Gin Collection, consisting of Ryan Reynold’s Aviation Gin; Ginato, the spirito d’Italia; super-premium Brooklyn Gin; the true English gin, Hayman’s of London; Irish sensation Drumshanbo Gunpowder Gin; American best-seller, Seagram’s Gin; the alchemist’s gin, Copperhead and local premium gin, Bloedlemoen (in which the company recently invested).
Having imported Seedlip, Ben Branson’s non-alcoholic distilled spirit, known worldwide as the premium option for ‘what to drink when you’re not drinking®’ in 2018, Truman & Orange have expanded their portfolio of non-alcoholic spirits to include locally-produced and globally-awarded Abstinence spirits and Fluere of French provenance.
Also included in Truman & Orange’s offering for the discerning drinker are Don Papa Aged Rum; Kraken Black Spiced Rum; Spytail Black Ginger Rum; Pampelle Aperitif; Godet Cognac; the world’s best-selling Mionetto Prosecco; and the sought-after Sazerac portfolio of bourbons from the world’s most award-winning distillery, Buffalo Trace.
Truman & Orange have further partnered with international drinks company Kensington Distillers & Vintners to launch their range of independently-owned drinks, including Bannerman’s Scotch Whisky; Mazzatti Italian Beers; Kensington Gin and Grace du Roi Sparkling Wines. Kensington Distillers & Vintners also recently acquired several well-known brands which are household names in South Africa: Cape Velvet Cream Liqueur, Bertrams VO Brandy, Squadron Rum, Montego Rum and Lupini Sambuca, which Truman & Orange will represent in South Africa.
Truman & Orange is a national business, with offices in Johannesburg and Cape Town and representation in all major South African metropolitans.
For more information please visit: www.trumanandorange.com.