Fever-Tree expands into South Korea
Premium mixer brand Fever-Tree enters the South Korean market for the first time and plans to promote the products through pairings with national spirit Soju.
Best known for its tonic water, Fever-Tree is the world’s leading supplier of premium carbonated mixers for alcoholic spirits by retail sales value, with distribution to over 80 countries worldwide.
The brand will now be available in South Korea from January 2022 via a partnership with award-winning local brewing company Bohae Brewery.
Instead of gin, the brand intends to employ a strategy of pairing its Indian Tonic Water with Soju, South Korea’s favourite national spirit, to elevate the popular drink, the Soju Tonic. Soju is the second-largest alcoholic category in the nation, behind beer at 33% in the market.
Named as Asia’s “most attractive” market for alcohol producers, South Korea became a hot proposition for Fever-Tree after it spotted a gap for premium mixer presence there. The brand believes its entry into the market meets the increasing demand for premium mixers in the market.
South Koreans’ spending on alcohol was forecast to grow by 8.3% in 2021, presenting an exciting opportunity for mixed drinks at-home following changing habits during the pandemic.
Tim Warrillow, co-founder and CEO of Fever-Tree commented: “We are very excited to be entering the South Korean market. As one of Asia’s fastest-growing markets, South Korea presents a great opportunity for us to elevate the nation’s favourite serve, the Soju tonic, and increasingly the highball, with our award-winning premium mixers.”
Secondary to Soju, whisky sales are being driven up by the popularity of highballs among the younger generation. Fever-Tree considers this a perfect opportunity to bring in its flagship Ginger Ale, Ginger Beer and Soda Water, which will follow in early 2022.