Fever-Tree grows hot new labels

Fever-Tree has revamped the labels of its premium mixers range and launched a new 500ml bottle.

The 10-year-old company's new-look labels represent the contemporary essence of the brand, and offer a more stylised version of the original packaging.

“We were eager to review the packaging and design, and new packaging is a natural evolution for the brand design,” said Fever-Tree brand manager James Johnstone.

Fever-Tree has continued to keep main brand identity assets while “re-evaluating the hierarchy of messaging,” according to Johnstone.

The packaging gives more stand-out for the Fever-Tree brand name and is a cleaner version of its brand design, which had input from designers Tim Warrillow and Charles Rolls.

Fever-Tree's Indian Tonic Water will also soon be available in a 500ml format.

Johnstone says the launch is a chance for the company to further capitalise on the growing premiumisation trend in Australia.

“Premiumisation is on the rise in Australia,” he says.

“We’ve seen bartenders experimenting with premium mixers in their cocktails, and now drinkers are catching on to the trend.

“The 500ml format offers a convenient way for the discerning drinker to share great drinking experiences with friends.”

Fever-Tree sources its ingredients from small, specialist suppliers around the world. Its Indian Tonic Water, Mediterranean Tonic Water, Ginger Beer, Ginger Ale, Soda Water and Lemonade are all available in 200ml bottles.