Fever-Tree recognised an opportunity for a premium cola designed specifically for mixing with premium spirits which evolved and repositioned their existing Madagascan Cola. Taking on the biggest brand on the planet (Coke), one that sets the benchmark for brand recognition and taste, is no easy task of course. But Fever-Tree have some pedigree when it comes to taking on the big guns.

Barfly were commissioned to explore the opportunity in the US and UK. We interviewed a range of premium spirit drinking consumers during the pandemic, when in home spirits consumption was cruising along rather nicely, as well as a number of premium on-premise operators. We explored their appetite for the overall concept of a cola from Fever-Tree and specifically to two expressions of the idea that had been imagined for the brand relating to ageing and distillation.

A clear recommendation was made which best fulfilled the ambition to make a cola designed for mixing with dark spirits that draws on and complements, rather than over powers, the properties of the whiskies and rums it is intended for. The result is Distillers Cola, launched in the US and Germany this year.