Fevertree Drinks

That's brilliant.

But Fever Tree was becoming a lot more mainstream at that time.

It was appearing in your supermarket shelves and things.

So people were confused when you had botanicals in your mixers, you had botanicals in the gins, what exactly did you mix this with? And if you chose the wrong mixer for a 60 pound gin, oh, that's disgusting.

But, um, this has happened elsewhere.

Tobacco area USA just replaced longtime CEO Ex- Xavier, um, Javier, uh, in April with Charles Gibb, whose background includes Whistlepig, Belvedere Vodka, Fever-Tree, and Moet Hennessy.

Liquor people.

We know the liquor industry is dropping hard.

My daughter, Sophia, her twin, Alexandro, have joined the business, which is amazing for us.

My other son, Leonardo, he works for Fever Tree, so he's taken a different route.

Unfortunately, he didn't come into the business.

Got to escape, I suppose.

And so they've had corporate partnerships with, I had a look on the website, the Church of England is one of them.

Fever Tree, which produces a delicious tonic to go with the obviously British gin and tonic.

So yeah, their work goes beyond kind of individual, and I'm sure, you know, far beyond that research and all those sorts of things, but clearly a broad approach to this particular issue.

The people included in the study were all peri and postmenopausal women that attended the clinic between the 5th of September 2023 and the 5th of April 2024.

You know what I did last night? It happens to me once a, once, twice a year.

Uh, last night at the grocery store I bought four bottles, the tiny bottles of Fever-Tree tonic water, and it happens, like, once or twice a year, and it's like, it's gin and tonic time.

Yeah.

Mm-hmm.

...

Fever-Tree.

Yeah.

And I must, uh-

...

Indian tonic.

I don't know if you went to the, the, the big W, the W-facing, um, supermarkets had Fever-Tree two for $5 for the big bottles.

Oh, well, I went to the big W. The-

If you are a startup challenger brand, and you want to get into one of the big guys, you are gonna have to give more margin than the category average unless there is a completely incredible, unique dynamic.

And a couple of examples maybe like that were like Little Moons or a Fever-Tree who had so much groundswell and power because they were doing so well at retailers.

Or give you a good example, Prime, right? So take Prime as an example, yeah?

Yeah, yeah, yeah.

For a long time, we didn't really have someone captaining the ship, if you will.

And, you know, we brought Amanda Stein over from Fever Tree.

She was, I think, employee number three and the VP of marketing over there, and she's been incredible at, you know, kind of adding the structure and direction across all outlets of our marketing channel.

In terms of actually building out the C-suite, I think if and when that's necessary, we'll, you know, we'll look at it.

... is part of how you do that.

If you take a lot of other food categories or food and drink categories, take, for example, like the gin and tonic market, Fever-Tree came along, created a premium product, and there was a gin boom that kind of was- came along with that, and actually that created experience and ceremony over eat- over drinking this product, and actually that's what we're doing for beans, where people- we want people to come to supermarket and be like, "I'm so excited.

I wanna go and make this delicious butter bean puttanesca, and it's- I'm gonna feel fantastic.

I'm gonna feel cool.