Tim Warrillow could have been forgiven for pouring himself a stiff G&T when the Covid-19 pandemic took hold (Dominic Walsh writes). The Fevertree chief executive had just launched a new range of premium-flavoured sodas, yet this important point in the company’s development was in danger of fizzling out as pubs, bars and restaurants — collectively the on-trade — were forced to shut.
Initially, he thought that the launch would struggle. However, even without being able to sample the new range in the on-trade, sales through supermarkets and other retailers started to take off and people were soon making repeat purchases.
Its range of four low-calorie sodas, comprising Raspberry & Rose, Mexican Lime, Italian Blood Orange and White Grape & Apricot, are designed to pair with