Fever-Tree Set to Dominate the Growing Adult Soft Drink Category with the launch of Lemon Lime & Bitters
Fever-Tree is premiumising Australia’s most loved adult soft drink, launching Lemon, Lime & Bitters with real citrus and a signature ANGOSTURA® Bitters finish. The release marks the brand’s first Lemon Lime & Bitters for Australia and signals a push to elevate a classic category traditionally dominated by mass-market options.
Created specifically for the Australian market, the launch represents a strategic expansion of Fever-Tree’s premium adult soft drinks portfolio beyond traditional mixers and into the fast- growing premium non-alcoholic space, as consumer demand for high-quality alcohol-free options continues to rise.
Lemon Lime & Bitters is already a significant category in Australia, widely recognised as the country’s “national drink” and the second most popular soft drink ordered in pubs. However, while the drink has long been a staple in venues, the retail category remains largely dominated by mainstream offerings 2 , presenting an opportunity for premium brands to elevate the segment and drive renewed growth.
The product is rolling out nationally through Coles Group, Woolworths Group and Dan Murphy as well as independent and specialty retailers, providing strong multi-channel distribution across grocery, liquor and specialty.
Caroline Wood, Head of Marketing at Fever-Tree in Australia said, “Fever-Tree has built its global reputation by premiumising the mixer category, launching the world’s first premium
tonic water in 2005 and redefining expectations around quality and ingredient provenance.
With the launch of Lemon Lime & Bitters, we are applying the same philosophy to Australia’s most iconic grown-up soft drink.
“Lemon, Lime & Bitters was the original sophisticated non-alcoholic drink, long before the category even had a name. As moderation becomes mainstream, we see a huge opportunity
to elevate and reclaim it. Outside of the bar, no one has really excelled at how to deliver that crisp, balanced bitters finish consistently, and that’s exactly what Fever-Tree is built to do,” Wood said.
The opportunity is particularly strong among younger consumers, with research showing more than four in ten Lemon Lime & Bitters drinkers aged 18–34 enjoy the drink at least
once a month 3 . While the drink is widely consumed on-premise, off-premise retail penetration remains significantly lower 4 , highlighting a clear opportunity for retailers to capture demand
for a high-quality take-home option.
True to Fever-Tree’s taste-first approach, Lemon Lime & Bitters is crafted using only the finest, naturally sourced ingredients. The result is a vibrant and refreshing blend of Sicilian
lemons, sun-ripened Mexican limes, and the unmistakable depth of ANGOSTURA ® aromatic bitters. Non-alcoholic and containing 19 calories per 100ml, it offers a premium adult soft alternative that aligns with contemporary health-conscious preferences.
As with the broader Fever-Tree range, the product contains no artificial flavourings or sweeteners and is crafted using naturally sourced ingredients, reflecting growing consumer
preference for beverages made with real ingredients.
Since launching in Australia in 2018, Fever-Tree has established strong on-premise and retail credentials, supported by global recognition including 11 consecutive years as a top
trending mixer brand in the Drinks International Annual Brands Report.
“The introduction of Lemon Lime & Bitters strengthens our position as a premium adult soft drink brand rather than solely a mixer company. It complements our existing tonic, ginger
beer, soda and cocktail mixer portfolio, while unlocking incremental growth in the premium non-alcoholic segment,” Wood commented.
By bringing consistency, quality and brand equity to an established Australian classic, Fever- Tree aims to premiumise an existing high-volume category rather than create a new one, providing retailers and operators with a recognisable, culturally embedded product backed by global brand credentials.
Australia remains an important growth market for Fever-Tree globally, with the launch of Lemon Lime & Bitters further reinforcing the brand’s long-term investment in the region.
Fever-Tree Lemon Lime & Bitters is available now across major grocery, liquor and independent channels nationwide including Coles Group, Woolworths Group and Dan Murphy,
About Fever-Tree Australia
Fever-Tree is the world’s leading premium mixer brand, founded on the belief that if three- quarters of your drink is the mixer, it should be of the highest quality. Since launching in the UK in 2005, Fever-Tree has built its reputation by using the finest naturally sourced ingredients, including quinine from Central Africa, Mexican limes and real botanicals, and never using artificial flavourings or sweeteners.
Fever-Tree launched in Australia in 2018 and has become a leading premium mixer brand in the market, available across major retailers, bars and restaurants nationwide. The range
includes Premium Indian Tonic Water, Naturally Light Tonic Water, Mediterranean Tonic Water, Ginger Beer, Ginger Ale, Soda Water and Lemonade, as well as ready-to-drink non-
alcoholic options such as Lemon Lime & Bitters.
Guided by a commitment to quality, balance and consistency, Fever-Tree continues to expand its presence in Australia, offering premium drinks for every occasion, whether
enjoyed on their own or paired with the world’s finest spirits.
For more information, visit www.fever-tree.com
