Fever-Tree cracks open the can

The pioneering brand of premium mixology enters the soft drink segment, tapping into the growing demand for high-end non-alcoholic alternatives, with a ready-to-drink format that is perfect for any time of day.

Fever-Tree, a benchmark in premium cocktail mixers, expands its portfolio with a new 250ml can format for three of its most popular variants – Mediterranean Tonic Water, Ginger Beer, and Pink Grapefruit Soda. The new format is specifically developed for standalone consumption, offering a high-quality non-alcoholic alternative. The new format made its public debut at Tuttofood in Milan, held from the 5th to the 8th May.

To mark this major innovation, Fever-Tree has launched the 'The Best for the Best' campaign in Italy, in collaboration with communication agency Arteficegroup, which developed the tagline 'I've got the Fever' – a tribute to those who appreciate the value of detail. Playing on the brand name, the tagline also evokes passion and the drive to choose only the best – just like Fever-Tree, which carefully sources the finest ingredients from around the world to craft its high-quality mixers.

The campaign ran from May 22 to June 4 in Milan and Rome, focusing mainly on strategic urban placements - bus stops, subways, billboards and major railway hubs like Centrale, Termini and Tiburtina - before transitioning to a digital phase involving social content and influencer collaborations, with the aim of reaching a broad and diverse audience.

Founded exactly 20 years ago in 2005 by Charles Rolls and Tim Warrillow, Fever-Tree redefined the mixer category, elevating it from a mere accompaniment to a key ingredient in a quality drink. The duo’s journey began with a chance encounter in 2003 and an initial idea to open a gin distillery. However, they quickly pivoted to create a premium tonic water, spotting a gap in the market. After 18 months of research and development to perfect their first recipe - a commitment that would become the brand's enduring philosophy - Fever-Tree earned first place for eleven consecutive years in the Drinks International rankings for Best Selling and Top Trending Brand. Today, its products are distributed in over 50 countries.

The new on-the-go format marks another step forward for the brand, inviting straight consumption and adapting perfectly to various moments: aperitifs, in-between meals, at home or outdoors. The new cans reinforce Fever-Tree’s clear positioning: natural ingredients, no artificial sweeteners or preservatives, authentic flavor and fine carbonation - hallmarks of the brand since its inception. They also align with the growing No/Low alcohol movement, which has carved out a significant niche in the market in recent years.

“In recent years, we've seen a shift in consumer habits, especially among younger generations who are increasingly focused on balanced lifestyles,” confirms Filippo Colombo, Country Manager of Fever-Tree Italy. “Trends like Dry January or No/Lo Bolo [the first trade fair dedicated to non-alcoholic drinks] clearly show this. With our new canned format, we want to offer a premium alternative designed for alcohol-free moments.”

The Low/No market grew by 33% in volume in Italy alone, starting in 2023. Globally, the sector reached a value of $13 billion that year, with a confirmed growth rate of 7% in 2024. If the trend continues, projections suggest over 20% growth in the coming years. The reasons are many: increased health awareness drives consumers to seek alternatives to traditional alcoholic beverages, while younger generations, always eager for novelty, are exploring new paths.

But change doesn’t mean sacrifice. This may be the real breakthrough: not a limitation, but an expansion of options for those who can’t, or choose not to, drink alcohol. The search for alternatives is fueling a wave of higher-quality beverages that deliver taste and conviviality for those who were used to settling for lower-end sodas. This explains the rise of drinks like kombucha and proxy wines, as well as lightly alcoholic drinks like water kefir. Mocktail consumption is also on the rise - they are classic cocktails, reimagined without alcohol.

Drinking occasions are expanding too, with more opportunities outside of the usual evening hours. Among emerging trends for 2025 - 2026 there are refined non-alcoholic cocktails, fruit-forward combinations with less sugar and increasingly creative takes on classics. Premiumization is also growing, as consumers choose quality over quantity. The future of the beverage world will belong to brands that blend flavor, innovation and responsibility - like Fever-Tree.

Unlike conventional sodas, Fever-Tree avoids artificial preservatives and sweeteners, favoring purity and authenticity through the use of natural ingredients. The brand’s philosophy centers on sourcing the finest raw materials - rare varieties of quinine, citrus, spices and botanicals from around the globe - to deliver a truly superior taste experience.

• Fever-Tree Mediterranean Tonic Water blends essential oils from Mediterranean flowers, lively citrus notes and aromatic herbs like lemon thyme and rosemary, both sourced from Provence, with ultra-pure quinine extracted from Congo. Its aromatic balance is distinctive, where delicate saline hints fuse with the freshness of essential oils and the gentle bitterness of Congolese quinine. Perfect for those who appreciate sophisticated beverages.
• Fever-Tree Ginger Beer is made using a careful blend of three premium ginger varieties sourced from Ivory Coast, India and Nigeria. After a 24-hour fermentation process, the roots are blended with pure spring water. The use of the whole root ensures persistent ginger notes, while the absence of artificial flavorings preserves its natural fragrance. It’s ideal for lovers of bold, spicy flavors and offers an intensely authentic taste.
• Fever-Tree Pink Grapefruit Soda stands out for its use of high-quality pink grapefruit juice, which also gives it its vibrant color. The grapefruits, grown in Florida and renowned for their perfect balance of sweetness and bitterness - thanks to the warm climate and fertile soil - deliver an unmatched citrusy brightness. With just 30 calories per bottle and no artificial sweeteners, it offers a refreshing and satisfying experience.