Fever-Tree releases Australian dark spirits mixing campaign

Fever-Tree has released a campaign to educate Australian whisky drinkers on dark spirits mixing.

The announcement:

Fever-Tree, the global leading premium mixer brand, has launched a national campaign to help Australians uncover the secret behind the best Whisky and Dry Ginger Ale and mix better long mixed drinks.

The campaign will roll out from July to September 2021, featuring across digital and social media as well as in point-of-sale (POS) display and in-store sampling.

Fever-Tree worked with creative agency New Colony to develop the campaign, with the ambition to showcase Fever-Tree’s deep understanding of the craftsmanship behind whisky making and mixing.

Craft, dedication and importantly care goes into making great whisky and if three quarters of your whisky drink is the mixer, you should be mixing with the best. This was brought to life creatively by  featuring those who understand this best; leading Australian whisky producers and specialists, including:

• Archie Rose Distilling Co., producers of the 2020 World Whisky Awards Best Rye Whisky 78 Degrees Distillery, producers of the 2021 World Whisky Awards Best Grain Whisky
• Master Cask, producers of Australia’s best whisky barrels
• Alexandra Dahlenburg of Mjølner Sydney, 2020 Icons of Whisky Bartender of the Year

Sacha La Forgia, founder and head distiller at 78 Degrees Distillery said, “Fever-Tree’s high-quality Dry Ginger Ale is now my go-to for mixing with 78 Degrees Whiskey. It’s really exciting that we now have options to mix our whiskey with other exceptional products that really elevate your drink.”

Fever-Tree is investing more heavily in its range of dark spirits mixers as the same trends emerge within dark spirits that led to the rise in premium gin consumption in Australia. These include premiumisation, the growth of cocktail culture and the rise of craft distilleries.

The ambition of the campaign is to showcase that there are better options for mixing to do justice to high-quality whisky, with Fever-Tree introducing quality, choice, and excitement into a forgotten category so that consumers can enhance the quality of their drink.

Fever-Tree Australia Marketing Manager Caroline Wood said, “Fever-Tree is well known for its tonic range, but this year we are significantly increasing our local investment behind our gingers range. With the dark spirits market continuing to grow, we have perfected our product range to match with the best of Australian and international whisky.”

With the famed spirit no longer solely for the discerning drinker, Fever-Tree aims to help make whisky more accessible to a new generation of whisky drinkers through its range of premium ginger ales, crafted to suit and enhance the discerning flavours found in the world’s best whiskies.

“Our core audience is the gin and tonic drinker, but our long-term ambition is to be the top-of-mind mixer brand. This campaign is our largest push to date behind our ginger mixers and highlights our best-in-class range of products in a locally relevant way that appeals to whisky drinkers across the country.”

Fever-Tree Dry Ginger Ale is made to pair perfectly with the world’s best whiskies, using a unique blend of three naturally sourced gingers from around the world. These provide a unique blend with a delicious balance of sweetness and spice, making the mixer poised to enhance the flavour notes of even the finest dram.

CREDITS:

Production details
Creative Agency – New Colony
Creative Director – Chris Badger
Media Agency – 3Forward
Digital Strategist – Cecilia Dinis
Director – Andy Hardy

Source: Liquid Ideas media release