Fever-Tree adds flavour to the whisky category

30 July 2021

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The campaign will roll out from July to September 2021.

Global mixer brand Fever-Tree has launched a national campaign to help Australians uncover the secret behind the best Whisky and Dry Ginger Ale and mix better long mixed drinks.

The campaign will roll out from July to September 2021, featuring across digital and social media as well as in point-of-sale (POS) display and in-store sampling.

Fever-Tree worked with creative agency New Colony to develop the campaign, with the ambition to showcase Fever-Tree’s deep understanding of the craftsmanship behind whisky making and mixing.

Craft, dedication and importantly care goes into making great whisky and if three quarters of your whisky drink is the mixer, you should be mixing with the best.

This was brought to life creatively by featuring those who understand this best; leading Australian whisky producers and specialists, including Archie Rose Distilling Co., 78 Degrees Distillery, Master Cask and Alexandra Dahlenburg of Mjølner Sydney.

“Fever-Tree’s high-quality Dry Ginger Ale is now my go-to for mixing with 78 Degrees Whiskey," says Sacha La Forgia, founder and head distiller at 78 Degrees Distillery.

"It’s really exciting that we now have options to mix our whiskey with other exceptional products that really elevate your drink.”

The ambition of the campaign is to showcase that there are better options for mixing to do justice to high-quality whisky, with Fever-Tree introducing quality, choice, and excitement into a forgotten category so that consumers can enhance the quality of their drink.

“Fever-Tree is well known for its tonic range, but this year we are significantly increasing our local investment behind our gingers range," Fever-Tree Australia marketing manager Caroline Wood says.

"With the dark spirits market continuing to grow, we have perfected our product range to match with the best of Australian and international whisky.”

With the famed spirit no longer solely for the discerning drinker, Fever-Tree aims to help make whisky more accessible to a new generation of whisky drinkers through its range of premium ginger ales, crafted to suit and enhance the discerning flavours found in the world’s best whiskies.

“Our core audience is the gin and tonic drinker, but our long-term ambition is to be the top-of-mind mixer brand," Wood says.

"This campaign is our largest push to date behind our ginger mixers and highlights our best-in-class range of products in a locally relevant way that appeals to whisky drinkers across the country.”

Creative Agency - New Colony
Creative Director - Chris Badger
Media Agency – 3Forward
Digital Strategist – Cecilia Dinis
Director - Andy Hardy

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