CAPITALISING ON MARKET TRENDS
The Group expects to continue to influence and benefit from the twin drivers of global spirit category premiumisation and the move towards simple long drink mixability, as evidenced by the continued rise in popularity of a premium gin and tonic across the UK and Western Europe, the resurgence of the Moscow Mule in the USA and the global opportunity within the wider dark spirits category.
STRENGTHENING DISTRIBUTION IN EXISTING MARKETS
The Group intends to drive increased penetration in all of the markets in which it has established a presence, increasing the number of customers in both the On-Trade and Off-Trade.
There are opportunities to grow further in the Group's existing territories by expanding the Group's distribution footprint, its customer penetration, and the volume of sales to each customer, particularly as Fever-Tree's awareness grows with end consumers in each territory.
EXTENSION OF CO-PROMOTION STRATEGY WITH OTHER INDUSTRY BRANDS, INCORPORATING BOTH ON AND OFF-TRADE
Global spirits companies are increasingly focused on driving customers towards higher-margin "premium" products. The Group has proven the value to both parties of co-promoting with leading spirits brands and intends to drive growth from further involvement in co-branded promotional activities with leading spirits brands across the wider spirits category.
EXPANDING DISTRIBUTION INTO NEW MARKETS
Whilst the Group expects growth to continue to be driven mainly within its existing markets, it intends to generate growth in the medium to long term by entering new markets and is actively assessing new distribution opportunities.
NEW PRODUCT DEVELOPMENT, INCLUDING EXPANSION OF EXISTING RANGE, AS WELL AS DEVELOPMENT OF NEW PRODUCT LINES
There are further opportunities to develop new products and variations of existing flavours.
For example, the expansion of our refreshingly light range of low calorie mixers also under the Fever- Tree brand will took place during 2018. The Group also sees opportunities to develop further limited-edition variants of its products such as the Clementine Tonic and Cucumber Tonic launched in the UK Off-Trade for as well as regional variants for its international markets.
In addition to new flavours there may be opportunities to launch new formats, such as the 150ml can format launched in the UK in 2015, and to refresh packaging, such as the updated branding applied across the Group's range in 2015 and the new bespoke embossed bottle design introduce