Fever-Tree USA, Brooklyn, N.Y., announced the launch of the company’s first global office located in Brooklyn. After 11 years in the U.S. market, the premium mixer company is now taking direct control over every aspect of its U.S. operations, the company said in a statement.
Following a six-month transaction period, Fever-Tree has taken over direct control of U.S. operations through its new U.S. subsidiary, Fever-Tree USA. The subsidiary will be responsible for all aspects of the Group’s North American business including importation, warehousing, distribution, marketing, sales and direct customer relationships, the company says.
The company notes that opening the U.S. subsidiary signals Fever-Tree’s commitment to and focus on the North American market. The U.S. premium mixer sector represents a significant opportunity given the existence of the dynamic trends of premiumization, authenticity and mixability that exist in the market today, it adds. Fever-Tree USA intends to expand further, driving innovation and product enhancements.
Fever-Tree USA is spearheaded by Charles Gibb, Fever-Tree’s North American chief executive officer, the company says. Gibb has three decades of experience at Moët Hennessy, Diageo and Bacardi, and previously served as president and chief executive officer at Belvedere Vodka, it adds.
Gibb will lead a team of 30 full-time employees across sales, based in key metropolitan areas, marketing, finance and supply chain, the company says.