Fever-Tree produces carbonated mixers. Credit: PRNewsfoto/Fever-Tree.

Tonics and mixers producer Fever-Tree has assumed direct control of its US operations through its subsidiary Fever-Tree USA.

All aspects of the group’s North American business will now be managed by Fever-Tree USA, including importation, warehousing, distribution, marketing, sales and direct customer relationships. This move followed a transition period of six months.

Fever-Tree USA CEO Charles Gibb said: “The last 11 years have seen Fever-Tree establish a great platform in the US and this move to a directly controlled structure underscores our belief in the tremendous opportunity that exists in the market.

“Thanks to Fever-Tree’s entrepreneurial culture, we have rapidly built an exceptionally talented team and infrastructure in less than five months and we are set to hit the ground running.”

“Thanks to Fever-Tree’s entrepreneurial culture, we have rapidly built an exceptionally talented team and infrastructure in less than five months.”

The company will focus on driving innovation and plans to further expand its portfolio by introducing new products and formats.

Gibb further added: “With the same trends of premiumisation across the wider spirits category and a move to simple long mixed drinks as witnessed by the growing popularity of the Mule and other simple cocktails, the US represents an incredibly exciting opportunity for Fever-Tree.”

Established in 2005 by Charles Rolls and Tim Warrillow, Fever-Tree produces carbonated mixers that are claimed to be free from artificial sweeteners, preservatives and flavourings.

The company’s portfolio in the US includes tonic waters, ginger ales and ginger beers, which are available at retailers, bars and restaurants across the country.