- Fever-Tree is launching its first U.S. creative platform, “Mix With The Best,” per details shared with Marketing Dive. Molson Coors last 12 months took a minority stake within the maker of nonalcoholic carbonated mixers.
- The campaign celebrates mixology and can 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 construct on the mixer brand’s growth across every segment in volume, on and off-premise presence, distribution and dollar share for the reason that prior 12 months.
Fever-Tree was founded in 2004 within 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 corporate last 12 months 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 wide range of bar settings through match cuts, film stills and live motion. The spots, that 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 house mixologist, and end with the tagline, “A bartender’s best-kept secret is now your secret too.”
“Fever-Tree has long set the usual 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 promoting for nonalcoholic brands at Molson Coors, in an announcement. “With growth across every segment and continued momentum in 2026, these latest spots aim to introduce more U.S. drinkers to the brand’s craft and invite them to combine with one of the best.”
To reach U.S. consumers, Fever-Tree is targeting live TV moments with strong viewership and connection to cocktail culture, just like the Kentucky Derby, Wimbledon, the ESPYs and the U.S. Open. Fever-Tree may even have an integration on Bravo’s “Watch What Happens Live.”
Droga5 was chosen last August to steer 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 an enormous moment across the board — for Fever-Tree, for Molson Coors, and for non-alcoholic space within the U.S.,” said Chioma Aduba, president of Droga5 New York, in an announcement. “It’s a meaningful one for us too, constructing on our partnership with Molson Coors and entering a brand new category with a growing brand that has such a powerful foundation.”
Fever-Tree’s brand revenue increased 4% 12 months over 12 months in its fiscal 2025, with strong momentum within the U.S., per the corporate’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 an announcement across the earnings.
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