Fever-Tree nabs Diageo executive to head up innovation as it plots further growth

 
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Fever-Tree is appointing a new director as it introduces new products (Source: Fever-Tree)

Fast-growing premium mixer brand Fever-Tree has nabbed a new director from drinks giant Diageo, marking the company's ambition as it continues to expand.

Alexandra O'Rourke joins the company as innovation director, fresh off a stint in the same role at Diageo.

Read more: Diageo share price jumps as global whisky and gin sales boost profits

The Aim-listed company only employs around 50 people compared to Diageo's 33,000.

"I’m looking forward to working in a fast-paced, entrepreneurial environment and I’ve always been impressed with the speed in which Fever-Tree brings new products to market," said O'Rourke.

It follows a period of exponential growth for the business, which doubled revenues in the first half of the current financial year.

O'Rourke is now set to head up a pipeline of new products and create partnerships with spirit brands, as Fever-Tree continues to ride on the back of "premiumisation" in the drinks industry.

Tim Warrillow, CEO of Fever-Tree, commented: “I am delighted to welcome Alex to Fever-Tree. We have been the pioneers in the premium mixer category ever since our launch 12 years ago and innovation has been at the forefront of this.

"Alex’s creative attitude and proven track record in brand innovation, alongside her deep understanding of the FMCG sector is ideally suited to the company as we continue to develop our exciting product pipeline.”

Read more: Fever-Tree founder sells £29m stake in tonic water firm

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