Molson Coors Beverage Company Forms Strategic Partnership with Fever-Tree in the U.S.
Molson Coors Beverage Company, known for its iconic alcoholic beverage brands, is taking a significant step toward expanding its footprint in the non-alcoholic beverage market. Through a strategic partnership with Fever-Tree Drinks plc, a renowned leader in the premium carbonated drinks and mixers category, Molson Coors aims to enhance its U.S. non-alcoholic portfolio. This partnership, effective from February 1, 2025, will grant Molson Coors exclusive commercialization rights for Fever-Tree’s line of mixers, including its acclaimed tonics, ginger beers, and cocktail mixers across the U.S.
The company will also be responsible for the co-manufacturing, marketing, sales, and distribution of Fever-Tree products throughout the country. This collaboration marks a pivotal step in Molson Coors’ broader strategy to diversify its product offerings and develop a comprehensive beverage portfolio that appeals to a wide array of consumer preferences, spanning both traditional alcoholic and non-alcoholic occasions.
Gavin Hattersley, the Chief Executive Officer of Molson Coors, expressed his enthusiasm about the partnership, highlighting the company’s strategic ambition to become a leading total-beverage provider. Hattersley stated, “Our strategic partnership with Fever-Tree in the U.S. is a meaningful step in Molson Coors’ journey to becoming a total-beverage company with a winning portfolio of drinks for a wide variety of consumer occasions.
We’ve made progress here, and today we are building on that progress in a significant way with Fever-Tree as the latest and largest non-alc brand to join our portfolio.” According to Hattersley, the U.S. is Molson Coors’ largest global market by revenue, and Fever-Tree holds a similarly strong position in the country. This partnership presents a promising opportunity to further capitalize on Fever-Tree’s success and expand its reach in the U.S. market, where consumer demand for premium mixers and non-alcoholic beverages is on the rise.
Fever-Tree, which was established in the United Kingdom in 2004, has become an undisputed leader in the high-growth, above-premium category of mixers. The company has garnered numerous accolades for its products, including being named the “Number One Top Selling Mixer” and “Number One Top Trending Mixer” for 11 consecutive years by Drinks International. Furthermore, Fever-Tree has been honored as “Mixer Brand of the Year” for four years in a row by the New York International Spirits Competition. Since entering the U.S. market in 2008, Fever-Tree has consistently demonstrated impressive growth, securing its place as the number one brand for tonic and ginger beer, as reported by Nielsen.
With Molson Coors now taking the reins on commercializing Fever-Tree in the U.S., the company plans to capitalize on its operational expertise, commercial scale, and extensive distribution network to further propel the brand’s success. This includes expanding Fever-Tree’s distribution channels, increasing brand visibility, and setting the stage for long-term growth. Michelle St. Jacques, Molson Coors’ Chief Commercial Officer, spoke about the strategic alignment between the two brands: “Fever-Tree is the perfect fit for our growing portfolio of non-alc beverages.
The quality is unmatched, the variety is fantastic, and the brand has achieved impressive scale in the U.S. and we believe there is more runway ahead.” St. Jacques emphasized that Fever-Tree’s unique position at the intersection of alcoholic and non-alcoholic occasions makes it an ideal complement to Molson Coors’ broader “Beyond Beer” strategy, which focuses on expanding the company’s portfolio to include a variety of beverages that appeal to a diverse set of consumers.
The partnership comes at a time when Molson Coors is actively working to elevate its presence in the non-alcoholic beverage space. Fever-Tree’s brand fits seamlessly into Molson Coors’ existing product lineup, which includes a growing range of non-alcoholic options. By offering Fever-Tree’s premium mixers in tandem with its own beverage offerings, Molson Coors aims to increase its share of the non-alcoholic market and reach new consumers who seek high-quality alternatives to traditional alcoholic beverages. St. Jacques noted, “Fever-Tree sits at the intersection of beer and non-alc and is often available in stores where beer is sold, so it perfectly complements our Beyond Beer and premiumization strategies, playing in both alcohol occasions and non-alc occasions.”
A key component of this deal is Molson Coors’ commitment to acquiring an 8.5% stake in Fever-Tree Drinks plc. This investment makes Molson Coors the second-largest shareholder in Fever-Tree, solidifying its long-term commitment to the brand and its confidence in Fever-Tree’s continued growth. Tim Warrillow, the CEO of Fever-Tree, shared his thoughts on the partnership: “Today’s announcement marks a transformational step for the Fever-Tree brand in the U.S.
and is not only a reflection of how far we have come since first entering the market in 2008 but also how the opportunity ahead for the brand continues to grow.” Warrillow also praised Molson Coors’ capabilities, noting the company’s strong national network, supply chain expertise, and established track record in the beverage industry. He expressed confidence that Molson Coors is the ideal partner to help Fever-Tree achieve even greater success in the U.S. market.
The partnership with Fever-Tree is just one part of Molson Coors’ broader strategy to diversify its portfolio and expand its presence in the non-alcoholic beverage sector. In November 2024, Molson Coors took a major step by acquiring a majority stake in ZOA Energy, an energy drink brand, and has since worked to expand its distribution across new accounts and channels. The company is also preparing to introduce Naked Life, Australia’s top-selling non-alcoholic ready-to-drink (RTD) cocktail, to the U.S. market in the spring of 2025. These moves are part of Molson Coors’ ongoing efforts to create a total-beverage company that offers a range of drinks for all occasions, from alcohol to non-alcohol, and appeals to a broad spectrum of consumer tastes.
