Greene King is extending its partnership with Fever-Tree to supply mixers and tonics across its tenanted and leased estate.
There are currently around 20 Greene King Pub Partners sites linked up with Fever-Tree with a further 80 in the pipeline for the year ahead.
As part of the arrangement, Fever-Tree will supply pubs with bespoke gin and tonic menus and offer training to staff.
Among the first to experience the benefits of the tie-up were two Local Hero sites, the Brewery Tap in Ware and White Lion in Baldock with both seeing a rise in gin and tonic sales.
Clive Chesser, managing director for Greene King Pub Partners, said: “Gin is a growing category and the innovation that Fever-Tree have brought in with their delicious mixer drinks range has been hugely well-received by the pubs which have taken advantage of them to date.
“We are now seeing more licensees use Fever-Tree as a supplier so for Greene King is a brilliant retail partnership that we can only see growing further. The bespoke menu and training options for licensees really set it apart and make it an exciting option to help boost sales of premium gins.”
Ben Williams, national account manager of Fever-Tree, said: “We are delighted to be working closely with Greene King and to see so many licensees now offering unique Gin & Tonic serves for their guests.
“The G & T menus and training have helped open customers and bar staff alike to the world of premium Gin & Tonic and it has been fantastic to see premium gin sales increase as a result. We look forward to developing this partnership further and to an exciting year ahead.”
