Dive Brief:
- Fever-Tree is launching its first U.S. creative platform, “Mix With The Best,” per details shared with Marketing Dive. Molson Coors last year took a minority stake in the maker of nonalcoholic carbonated mixers.
- The campaign celebrates mixology and will run across online video, TV and paid and organic social. It was created with Droga5 and expands the Accenture-owned agency’s relationship with Molson Coors.
- The effort looks to build on the mixer brand’s growth across every segment in volume, on and off-premise presence, distribution and dollar share since the prior year.
Dive Insight:
Fever-Tree was founded in 2004 in the U.K. but has accelerated its U.S. growth through a strategic partnership with beer giant Molson Coors, which acquired an 8.5% stake in the company last year for $89 million. The launch of Fever-Tree’s first U.S. creative platform builds on the brand’s momentum.
Creative shows Fever-Tree’s portfolio of non-alcoholic mixers, including club soda, tonic water and ginger beer, in a variety of bar settings through match cuts, film stills and live action. The spots, which are running in 15- and 30-second versions, conclude with a bartender sliding a bottle of Fever-Tree down the bar before cutting to a home mixologist, and end with the tagline, “A bartender’s best-kept secret is now your secret too.”
“Fever-Tree has long set the standard for quality and taste in mixers globally, and this campaign is an exciting next step in expanding affinity across the U.S.,” said Tracey Bien Schenck, senior director of marketing for nonalcoholic brands at Molson Coors, in a statement. “With growth across every segment and continued momentum in 2026, these new spots aim to introduce more U.S. drinkers to the brand’s craft and invite them to mix with the best.”
To reach U.S. consumers, Fever-Tree is targeting live TV moments with strong viewership and connection to cocktail culture, like the Kentucky Derby, Wimbledon, the ESPYs and the U.S. Open. Fever-Tree will also have an integration on Bravo’s “Watch What Happens Live.”
Droga5 was selected last August to lead U.S. strategy and creative for Fever-Tree. The campaign marks an expansion of the agency’s relationship with Molson Coors. Droga5 was behind Coors Light’s 2024 Super Bowl campaign and a 2025 portfolio campaign that asked to consumers to “Just Bring the Beer.”
“This is a big moment across the board — for Fever-Tree, for Molson Coors, and for non-alcoholic space in the U.S.,” said Chioma Aduba, president of Droga5 New York, in a statement. “It’s a meaningful one for us too, building on our partnership with Molson Coors and entering a new category with a growing brand that has such a strong foundation.”
Fever-Tree’s brand revenue increased 4% year over year in its fiscal 2025, with strong momentum in the U.S., per the company’s recently reported results. Long-term trends around premiumization, moderation and longer, lighter servings are playing to the brand’s strengths across its markets, CEO and Co-founder Tim Warrillow said in a statement around the earnings.
