✓ Molson Coors will have exclusive commercialization rights to Fever-Tree’s sizable U.S. portfolio of market-leading tonics, ginger beers, cocktail mixers and more
✓ The deal also includes an equity investment from Molson Coors into Fever-tree Drinks pl
✓ Partnership bolsters Molson Coors’ growing non-alc portfolio in the U.S. and supports its premiumization strategy with a high-growth brand
Molson Coors’ non-alc portfolio is already off to a fast start in 2025, and today the company announced a new strategic partnership with Fever-Tree, the world’s leading supplier of premium carbonated mixers and drinks.
Starting February 1, 2025, Molson Coors will assume exclusive commercialization rights to Fever-Tree’s award-winning lineup of tonics, ginger beers, mixers and more in the U.S. and will be responsible for production, marketing, sales and distribution of the brand in the U.S.
The deal supports Molson Coors’ expansion into total beverage while positioning it to capitalize on the growing, above premium mixer space with Fever-Tree, a known leader with proven strength.
“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,” Molson Coors Chief Executive Officer Gavin Hattersley said. “The U.S. is our biggest global market by revenue, and the same is true for Fever-Tree, so we believe this partnership provides ample opportunity for our teams to build on the strong success Fever-Tree has achieved to date. Our customers have been asking for a brand just like Fever-Tree from us. By leveraging the scale, strong relationships and expertise of our team at Molson Coors, I’m confident in the road ahead for Fever-Tree as part of Molson Coors’ growing set of non-alc offerings in the U.S.”
Established in the United Kingdom in 2004, Fever-Tree has scaled consistently in the U.S. market, its largest by revenue. The brand’s first-mover advantage positioned it to disrupt the carbonated mixer space, and in doing so has become the #1 tonic and ginger beer brands nationwide [since 2007, per Nielsen].
Industry insiders agree. Drinks International voted Fever-Tree the ‘Number One Top Selling Mixer’ and ‘Number One Top Trending Mixer’ for 11 years running, while the New York International Spirits Competition voted it ‘Mixer Brand of the Year’ for four years running.
Molson Coors plans to build on the position Fever-Tree has already established in the U.S. by leveraging its core strengths, commercial scale and supply chain expertise to expand distribution, grow brand awareness, and create a solid runway for long-term growth in the U.S. market.
“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,” Molson Coors Chief Commercial Officer Michelle St. Jacques said. “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. We’re excited to welcome Fever-Tree into our portfolio as we work to reach more consumers and unlock growth in new channels and outlets across the U.S.”
Underpinning the partnership and reflecting its long-term focus and belief in the opportunity, Molson Coors has agreed to acquire an 8.5% stake in Fever-Tree Drinks PLC, resulting in Molson Coors becoming Fever-Tree’s second largest shareholder globally.
“Today’s announcement marks a transformational step for the Fever-Tree brand in the US 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,” said Fever-Tree CEO, Tim Warrilow. “With a distribution network of their scale and muscle, proven track record, supply chain expertise and clearly stated strategic desire to drive the future of their business beyond beer, we believe Molson Coors is the ideal partner to take the Fever-Tree brand to the next level across the US.”
This move comes as Molson Coors’ non-alc business is already off to a fast start in 2025. The company took a majority stake in ZOA Energy in November 2024 and has since expanded distribution into new accounts and channels. Additionally, Molson Coors is preparing to bring Naked Life, Australia’s #1 non-alc RTD cocktail, to the U.S. this spring.
This article contains forward-looking statements within the meaning of the U.S. federal securities laws – please click here for the full Molson Coors’ forward-looking statement disclaimer.
*Please see Molson Coors' press release to find important forward-looking statement disclosure and applicable reconciliations of non-GAAP financial measures included in this story.